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I like you are a student of the game.  I study like a mad man and I have been thinking about this question for some time.  I believe a successful social media campaign is one that has many interactions with comments and likes from actual customers and potential customers. Continually growing your fans/likes.  Having people check in that are NOT employees etc...

Thats just my opinion.  See you at the boot camp!  I am very excited to attend!