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Younger employees must use their digital native instincts to help clients navigate the tumultuous world of social media, says Sloane & Company’s Jake Cohen.

Just a few years ago, social media was a matter of course for any client. I saw few reasons not to engage with social — if platforms can propel a brand’s message, social media will always be helpful, right?

Recent upheavals in the social sphere have me second-guessing that assumption. The crescendo of congressional hearings, private takeovers, CEO transitions and the launches of competitor platforms has complicated the PR landscape, adding a heap of must-consider factors when it comes to testing, adopting or rejecting platforms…


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