When it comes to social media, most business-to-business companies love LinkedIn -- but companies are missing out unless they're also active on other networks, John Nettles writes. A well-honed strategy uses content from one site -- a LinkedIn answer, say -- to inspire blog posts, tweets and other content across a range of networks. "Playing social networks off each other ... keeps content fresh and makes sure each network is working for the other," Nettles writes.

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