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The social media effect

Updated: September 10, 2012, 2:35 PM ET
By Craig Custance | ESPN.com

Before he posted the YouTube video "Together We Can" for the world to see, Janne Makkonen (@JanneMakkonen1) estimates that he had 500 or so followers on Twitter. One week later, that number quadrupled.

It helps when NHL players Jack Johnson, David Perron, Ryan Nugent-Hopkins, Matt Duchene and Logan Couture plug your video, and it helps when you're getting love on Twitter from everyone from director Kevin Smith to the Canucks Green Men.

Makkonen's following on Twitter erupted and ...

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