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There are several variations on a quote along the lines of “showing up is half the battle”, or “showing up is 80% of life”. As communications, technology and digital platforms evolve, the natural tendency is for brands and individuals to rush to ‘show up’ in the form of being early adopters to new social platforms and communications channels. What is often lost in the rush, however, is due diligence: diving in too quickly can have unforeseen consequences.