Social media is like a virtual cocktail party. People are listening to your conversations whether or not they join in.

Do you have a product or service that is "talkable?" Bring it up online as a "tweet" on Twitter or discussion on LinkedIn or Facebook.

Just like at a cocktail party, talking about yourself can become boring. Start a conversation about great ideas or suggestions to increase business and others will find you interesting.

Social efforts can be rewarded by spawning enthusiasts - finding people who care about what you say - and positioning your company as a thought leader.

"To keep these enthusiasts engaged, you should address their issues online, respond to their comments in real time, and partner with agencies that have experience maintaining fan relationships."

Josh Bernoff, co-author of Groundswell

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