Business owners can't ignore Web forums as they monitor customer mentions of their company. When responding to customer feedback on these sites, you should use your real name or your business' name, and you should provide a way for customers to contact you out of the public eye. "[I]f you've found a forum that discusses your area of business, and you think you might enjoy contributing, consider establishing a presence before the discussion turns to you," Ivor Tossell recommends.

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