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Bret Coons
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Great article and book on how to become a better thought leader through social media. But despite what these resources say Twitter isn't the only thing that should be considered, especially after the advent of the powerful SEO of the Google+ post.
http://www.forbes.com/sites/work-in-progress/2012/01/24/how-to-make-twitter-pay-off-with-media-coverage/

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A recent article by a PR firm owner helps confirm my own education over a business degree, and Scientific American agrees!
http://www.prdaily.com/Main/Articles/10626.aspx

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