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Two-thirds of small business executives say that using social networking sites hasn't helped them generate business leads or expand their operations, according to a recent survey by Citibank and GfK Roper.That's in part because Twitter isn't intended to be a one-way street. The tweeters who get the most attention are those who engage with others as much as they promote themselves. Entrepreneurs should be wary of coming across as salesmen only.

“I promote the ‘One in Five Rule.' One time, pitch yourself, and four times, engage your audience.”

“People feel like they're making a connection with an actual person.”