Chapter Ten

Build an online community

How to choose and use social networks

If blogging has made everyone a publisher, social networking has made everyone a celebrity. Social networking sites have revolutionised the way we use the web. On today’s internet, if you don’t have what William Gibson has called a ‘home-built media persona’, you don’t exist. This applies to businesses as well as individuals. Like it or not, in the social media age you are a public figure with a reputation to protect and a brand to communicate. Do it with authenticity and personality, and you can build an army of loyal fans.

Three things you need as a business are influence, profile and reach. The social media revolution has made it possible for anyone to achieve ...

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