A growing number of chief executive officers are trying their hand at social networking, and many companies are finding the exposure offers a big boost to their business. Customers respond better when they're speaking directly to the top dog, says Chocri CEO Carmen Magar, and that helps boost awareness and ultimately leads to new sales. "The fact that we, as founders and CEOs, can speak to customers directly now makes us much more personal and people connect with us more easily," she says.

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