Forming lasting relationships by consistently engaging your followers is a vital part of the social media machine. Brands are seeing the impact of creating ongoing relationships instead of just using social media as a platform to advertise their products. Check out this example from Weight Watchers:

As a starting point, it’s useful to learn what people are saying about you in their own social media posts. Try running a search for your business name on Twitter, then reply to any tweets that mention your Twitter handle or business name. Retweet and respond to shoppers who are saying good things about your business - make sure to reference what they said to you, remember, this is about making a personal connection with your customer base.

For more tips on relationship-building, take a look at How to build relationships on Twitter.

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