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As you begin to gain followers on your site and social networks,

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you may find new ways to effectively communicate.

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Responding to post on Facebook or replies on your blog for example are great ways

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to share your information that relates directly to user needs.

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But rest assure there's one very simple and important aspect

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of your online persona--that you are listening.

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To make social media truly "social," conversations must take place.

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Today's marketing strategies are dependent upon 2-way communication

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between a company and its users.

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If users believe a company is not listening, they may assume they don't care,

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and the level of trust and faith that users have in them, its products,

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as well as its future may suffer.

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A common mistake companies make is the push-only approach,

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using social platform simply as another publishing channel.

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Tweet after tweet of post after post of the same type of contents,

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sometimes duplicate content will make it look like you're not paying attention.

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Avoid this approach at all cost.

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Communities truly grow when you take the time to listen and respond

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and foster an environment where users can speak amongst themselves.

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And many social networks already provide this kind of open communication.

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It's important to allow different sides of an issue related to your company

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to be heard and explored.

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Remember, innovation is hardly every generated by keeping the status quo.

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Customers and client who are truly passionate about what you do or provide

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will share their thoughts and sometimes, they maybe critical of what you do,

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but while these conversations may result in some awkward, perhaps contentious exchanges

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in the short term, they can lead to a long term positive and welcome innovation for all.

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Authenticity and transparency are key.

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Clear messaging from people within the company will help communication and build trust.

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But you don't have to reveal all your secrets, you just have to be yourself

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and listen well, be professional and open minded, and in return, your community of users

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will become more connected and be willing to support you as you grow.