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Chris Brogan on How to Build Deeper Relationships With Your Customers Online

Your social media strategy should have a solid foundation and fluid outposts where you can connect with customers.

This story appears in the June 2011 issue of Entrepreneur. Subscribe »

In the 1990s, the internet was a bunch of banners and brochures. Now we have social networks, which allow for much richer two-way interactions. Instead of just signposts on the web, we have the opportunity to build outposts where people can be seen and heard. Here's my advice on how to use both tools effectively.

Your main site is your home base
There are two things your website should do well: execute a solid call to action and give people a way to connect with you further. Stop reading this article for a moment and bring up your own site. If you squint at it--or if I squint at it--will either of us know what you want me to do next? If not, fix it. That's your first opportunity to do business with me. No matter how complex your business, your site should give visitors a really clear and obvious action to take.

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