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Ask Shama: What’s the best time to start a social-media campaign?

Dear Shama,

I will be launching a new website in December and was hoping to use social-media sites like Facebook, Twitter, and Google+ to help with online exposure, but was wondering when would be the best time to create and release my own pages on those sites to help with marketing. Is it something that should wait, or should it be done simultaneously to my own website launch? I plan on being …