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Gaining fans and followers on social media sites like Facebook and Twitter is an essential business tactics, but its also a bit short-sighted. The key is to look beyond building up a sizable audience on social networks and determine the next actionable step. Thinking long term, you don’t want to have to always use those other sites to communicate with your customers, even if they are great for conversational connections. You want to migrate fans over to your email database where you know you own the name and can reach out to them anytime, in a direct manner without having to leverage social media.