Social media has become a proven path to building a community of followers around your business. Marketing via YouTube, Facebook and other social media outlets can be a huge driver of new customers as well as referrals from "marketing apostles" who identify with you and who feel personally invested in your future success.
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Charity doesn't evoke change. Research shows that for lasting change to take effect people have to be invested in their own transformation. So consistent charity or free services can actually harm service users, encouraging dependance and defeating the purpose of the help intended. As role models for their clients, social workers can't afford to set such poor examples.