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Chris Crum of WebProNews interviewed Matt Bailey, who said that you can run a successful business online without Twitter. Really? I thought Twitter was all that and a bag of chips.

Actually, he’s right. You CAN run a successful business online without Twitter. In fact, everyone did before 2005.

When it comes to social media, there’s a new brand of hype. What happens is, the online equivalent of the jet set (the early adopters) do some experimenting. When one of them finds a workable formula for a new social tool they start to tell their friends. Their friends do an experiment and confirm the report. They tell their friends. Before you know it, the news steam rolls and the spammers start moving in. Hype builds more hype.

But the reality is, you can do without the hype. What I mean, don’t get sucked into it. You should start the hype, not follow it.

Hype is really another word for viral marketing. It works. When you are the subject of the hype you’ll know it works. When you are the one being dragged around by the hype, all you can think about is, “Man, this sucks.”

Well, let’s not get dramatic. Social media optimization is not about following the hype. It’s about creating it. And you can run a successful business without Twitter. Of course, you can run a successful business with it too.

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