Social media allows business owners to create a stronger connection with customers, says wine guru Gary Vaynerchuk, who has built his personal brand through social media and other outlets. "At its core, social media requires that business leaders start thinking like small-town shop owners," Vaynerchuk says in his latest book, "The Thank You Economy." "Only the companies that can figure out how to mind their manners in a very old-fashioned way -- and do it authentically -- are going to have a prayer of competing."

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