The Power of Social Networking . . . 221 ers because it’s more immediate and interactive than any other digital channel. It’s easy to use Twitter’s search to monitor conversations about your brand; marketers as diverse as Dunkin’ Donuts, Comcast, and Dell use it to connect with fans, address support questions, and sell products. All marketers should look into Twitter; starting with securing your brand identity and monitoring exist- ing chatter. Twitter is di昀昀erent from Facebook in two ways. First, Twitter focuses more on businesses than on individuals, and, second, it allows you to connect with strangers more readily than Facebook does. 吀栀at’s a good thing. Twitter will help you cast your net broadly and over a long period of time. Lots of people are going to 昀椀nd out about you. Use Twitter to Listen, Not Just Talk 吀栀is one is a maxim across the board in all social net- working sites. Have you ever been cornered by a guy at a party with bad breath who introduces himself and then proceeds to tell you all about his business, his lat- est award, how his kids won the soccer tournament, and what trip he is about to take, all without learning your name? Make Sure Your Pro昀椀le Is Complete Fill in all the 昀椀elds (both required and optional), include the URL for your blog and/or website, and de昀椀nitely