Dell has also been promoting a social-media program so that its employees can participate in conversations across the Web.

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If enterprises are to become truly social, they need to participate in conversations with their stakeholders rather than simply talking at them.

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It could have created new financing and lay-away policies that communicated value, and used social media to create meaningful communities of consumers who wanted to track and participate in conversations about prices.

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She decided to ask Delmer if he would participate in a series of conversations about Vietnam.

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The research also addressed political advertising. 68 percent of those active in political conversations online say they are more likely to pay attention to advertising on a site where they participate in political discussion and debate.

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