There is no definitive “right way” to participate in social media circles online. While many successful businesses may market via social media similarly, you do not necessarily have to follow them. You can find many outlets for social media interaction through which you can market your language business. Not to mention, most of it is totally free! Social media gives you complete control over your marketing. Use this to your advantage to say what you need to say, when you want to say it, and wherever you want (wherever online, of course). 

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