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Why Snapchat, Facebook and Other Platforms Are Trying to Shed the 'Social' Label

There was a point four years ago when marketing agencies—that sprouted up thanks to the explosion of social media—didn't want to be identified any longer as purely "social" practitioners. They contended: We have grown to be so much more. But it recent weeks, it's become clear that a similar mindset has fully taken hold among the social media platforms themselves. Snapchat is now a "camera company," accented by its recent announcement of its video-recording sunglasses called Spectacles.
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