General Mills is one of the few major corporations that has focused its web precense strategy to help sell specific brands. They've embarked on a focused plan to leverage social media sites (Facebook, MySpace, etc) to help promote their Gluten Free Brownie mix, specifically for people with Celiac disease. This group represents 2% of the US population, so leveraging the different options on the web is a great steps.

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Yeoman helps you understand where their potential customers are on the Internet and where you need to be selling, not just marketing.