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I think the best way to convince people to incorporate social media is to a) find out what their business objectives are, and b) put together a case for achieving those objectives with social media, illustrated by successful examples from other companies.

But there is a general argument for social media in marketing as well. 

First, ask them if they believe the Internet is important to your marketing efforts.   If the answer is yes, explain to them, using data and examples, that the use…