Social graph optimization -- a set of strategies for maximizing the buzz surrounding your brand -- is an essential social-media discipline, writes Rob Birgfeld. Tap into tools such as Meebo and Wibiya to encourage users to share your content, and use re-tweet buttons and on-site Twitter feeds to keep the conversation flowing, he recommends. "Optimizing social media is not about finding new ways to DM people on Twitter, it's about leveraging your audience to help them spread your message for you," he writes.

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