When it comes to online marketing, there's no shortage of advice on what you need to do to succeed. A quick inquiry from Google displays over 15 million results. Take your pick.
It’s easy to find contradicting advice too. For every "10 Steps to Online Fame & Fortune" blog post there’s a "8 Things You're Doing That Will Kill Your Online Hopes & Dreams".
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The conventional wisdom surrounding social media can be summed up in one sentence:
He who has the most followers wins.