Build an online community

One of the most compelling ways to transmit your message is for others to do it on your behalf. These evangelists will also support you should you need them to. Circulate links, call on them for honest opinion and respond to their feedback.

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Engage in the dialogue

Social media etiquette is such that newcomers are often rejected – particularly if they try to join in the conversations that are already happening. To be accepted, try some of the technology. Yes – it is an excuse to use social networks while in the office. Read and write blogs associated with your industry and area of expertise, post comments on forums and articles and follow other Twitterers from your industry.

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