When the teams that manage social media for celebrities or brands believe they'll be ridiculed for anything less than perfection, they'll stop trying new tactics.
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Responsive design refers to a web design that automatically adjusts to the size of the device being used to view the site.
If your brand is sophisticated and formal, let that be your voice. If your brand is young and hip, that's your voice. If it's gentle and caring, make that your voice.