Share the love to build your brand

Companies shouldn’t be shy about linking to their rivals’ social-media content, writes Ellie Mirman. Steering your users toward your competitors’ content helps reinforce your reputation as a one-stop resource for information about your niche, and helps win your users’ confidence. “You prove yourself to be unbiased — after all, you’re linking to your competitors when you think it’s in the best interest of your users. Your users will trust you and appreciate you for it,” Mirman writes.


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