I believe you need to know your audience and what you are trying to sell. We have had good success in our venue (real estate) when our posts take the soft sell approach. Give helpful tips and information and less about trying to push our service on people. We use it as a tool to keep ourselves on the community's radar. Much less expensive than mailings and cover a broader area. We also use Constant Contact for our client base and any who sign up from our website. No one marketing venue is the be all and end all.
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