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Conclusion: Crafting a durable social media strategy is a challenge. How social media tools and behaviour will mature, and the lessons taken from the early phase, will define how it will be implemented later. To manage the social evolution, adequate guidelines can serve as a strategic path.

The two key elements to have in creating a social media strategy are: 1) a robust view of how users and user behaviour is evolving and 2) practical and tactical techniques and tools to deploy and measure in order to produce the information to grow competence.

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