To succeed in the social-media universe, businesses and marketers need to find ways to make their online offerings resonant and relevant, writes Brian Solis. Companies become significant in the social-media space when they're able to harness these two factors, Solis argues. "Online significance is the earned stature we merit as measured by our actions and words. ... Significance is not measured by size and shape, but instead by affinity and through the collective influence of the actions and reactions that follow every interaction," he writes.

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