A number of poorly personalized messages from CEOs on social platforms provoked hostile responses and their companies’ reputations suffered. Here’s how to avoid doing the same.

BY BRUCE CRUMLEY @BRUCEC_INC

Illustration: Inc; Photo: Getty Images

As most small business owners already know, developing, refining, and spreading their brands’ messages on social media is a vital, but sometimes tricky marketing strategy. That effort can get even more difficult, however, when bosses thrust themselves front and center of those communications, and prove they’re

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