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Quote:Last fall, Taryn Rose’s designer shoes and handbags seemed to be well on the way to becoming a hot holiday product.

The company had taken steps to incorporate social media marketing into the mix well before the start of the season—it fielded a personal blog and a MySpace profile. Yet, all of that came to a halt–making Taryn Rose an accessory to social media abandonment.

Taryn Rose is the perfect example of what not to do when marketing through  social media. It started off strong, using the corporate website to develop relationships with customers and communicate the passion and history behind the firm’s designs.

But the social media activities were unmanaged and eventually abandoned. Today, several of the elements have been removed from the corporate website altogether...