I spent last week at the 9th annual Loyalty Expo in Florida, where loyalty marketers came together to share best practices, new trends, and lessons learned. It’s a great forum for sharing and learning and between the many keynotes and expo floor discussions, a major theme crystallized: Social Media Loyalty is no longer optional. Nearly every session I attended, including the keynote, highlighted social media loyalty as an initiative, making it clear over the course of the show that....

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