There are three simple ideas that every company should use when interacting via a social networking site, be it Twitter, Facebook, or something else.

- Actively participate: If you are simply there to promote your brand, but aren't actively communicating with your fans and participating in interactive dialogues, then you are not taking advantage of social media.

- Create content: Instead of just pushing a sales or brand message, you must create relevant content, news, or information, tailored specifically for that site and target audience. If it's not updated frequently, it gets boring fast.

- Tone of voice: If it sounds like a sales message being pushed from corporate headquarters, then that's how it will be perceived. Be aware that there is a fine line between your message and "spam." Sometimes, your message may feel off course from your corporate message, but your brand building will pay off in the long term.

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