It's easy to get distracted by the constantly changing nature of social media sites, but you have to stay focused on what's important for your business, writes Diane Helbig, president of Seize This Day Coaching. Use social sites to share content that is relevant to your audience and to have conversations with your customers, she recommends. "Carve out some time and read what others are saying and talking about. Then weigh in," she writes.

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