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The document provides instructions for effectively engaging audiences on social media. It recommends choosing platforms where your audience spends time, empowering brand advocates to share their experiences, seeking out and addressing critics by listening to their feedback, keeping conversations open by responding in a valuable way, creating engaging content focused on customers rather than just information about the brand, being transparent and authentic in line with customers' expectations, giving audiences tools to connect and share content while moderating discussions, understanding etiquette for each platform, and focusing on long-term strategy over tactics.