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One of the great opportunities that social media provides a business is an opportunity to explore the boundaries of its brand voice. The nature of this marketing channel is in its name. It's “social” and one of the hardest parts about managing social media is that we're invading our customers' “social” space. You're a business trying to vie for visibility and attention in a space typically devoted to their friends and family. How do you win the attention of your customers, then? One way is to become as much of a “friend” as possible – by being someone that they can identify with.