It's important for business owners to pay attention to what people are talking about on social networks such as Twitter, Facebook and Google+, writes Jeannie Walters, founder of 360Connext. Look for opportunities to join in the discussion when possible without focusing too heavily on selling your products, she recommends. It's a good idea to browse online forums and use tools such as TalkWalker to keep tabs on conversations about your brand, she writes.

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