Recently on ComicLab, my co-host  Dave Kellett and I fielded a question from a listener who asked: “Short of entering into a Twitter feud, what are your best strategies for building buzz on social media about an ongoing, long-form project?”

My answer focused on my philosophy of the Three Cs of Social Media. But the question stuck with me — rattling around in my subconscious. There was something I was missing. And then it hit me. It all came down to one word.

Buzz.

Here’s the problem with buzz…

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