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“The companies that are doing the best are the ones that, in a sense, are getting out of the way of their customers and letting their customers connect with each other,” said Goldhammer, a senior vice president at Edelman Digital.
He added: “The ones that don’t do it well are the ones that just put up a fan page on Facebook and say, ‘Here’s our product, here’s our stuff.’ They’re not hosting discussions. They’re not doing blog posts. They’re not inviting people in.”