To gather state-of- the-art information about this timely topic, I interviewed an expert in the field.

Dan Schawbel is a leading personal branding expert for Gen-Y and the author of the upcoming book Me 2.0: Build a Powerful Brand to Achieve Career Success.

Conversations are happening and they'll happen with or without you; your choice is whether to participate or ignore this technological tidal wave.

As companies grow and social networking continues to expand, the entrepreneurial boss simply cannot devote all of the time needed for a successful effort.

This person will be the internal community manager who will create, monitor and transfer information about the company between and among employees who have a voice and can influence or build the corporate brand.

Externally, the community manager will reach out to current and potential customers.

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