Meet the Old Spice Guy: An Internet sensation.

“Wow, how can a Fortune 100 company fail so badly in the social media field?” I remember saying while reading about the recent social media screw-ups at Honda, Taco Bell, Asus, Domino’s, and Belkin.

The more I dug, the more company social media disasters I seemed to find. In fact, social media disasters are a huge issue facing companies: a quick Google search using the keywords “company social media disaster” yielded over 10 million results.

For the last few months, I’ve been doing independent social media consulting for a small design firm and online strategy for a large, dominant media company. Although they differ in size by about 15,000 employees (and millions of dollars), they both share a similar large concern: allowing too much user interaction on their site and, as a result, getting rude comments and failing.

Does this happen? Yes, it does. However, not nearly as much as you think, and it can be mitigated if you know what you’re doing. In fact, the benefit of a strong social media campaign can be startling to sales, customer approval, and customer retention. Let’s look at how, with a few easy steps, you can improve your company’s social media campaign by roughly 80% in 30 days.

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