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Melanie Baker, Social Advocate, Google, describes the key elements of an effective social media strategy, including what sites a startup should use, whose job the work should be and how to measure the ROI.
Find the slide presentation here: http://www.slideshare.net/webgoddesscathy/smart-social-media-for-small-businesses-mars-best-practices
Pressed for time? Catch a few quick tips at Adopting and Adapting Social Media: Five Hot Tips for Startups – http://www.marsdd.com/video/adopting-and-adapting-social-media-five-hot-tips-for-startups