You have tweaked and optimized your content-managed site. You have set up a blog, produced and posted videos to sharing sites, joined Facebook, LinkedIn, and 20 or 30 other social sites. You are contributing to each regularly. Now what?

If you have done all the above, people are most likely talking about you online and maybe they're even visiting your site, but are they becoming customers and building worthwhile relationships with you? Or are they harming your online reputation? Are you engaging them with conversation that results in mutually beneficial relationships? We have discussed a multitude of potential returns on your engagement efforts in previous chapters—trust, brand loyalty, collaboration, sales, new friends, and so ...

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