Unless your company finds itself at the epicenter of a major scandal—à la BP—social media chatter can be a valuable sales-generating tool.

"[C]onsider every mention of your brand for potential use in your email marketing campaigns," writes Hal Licino in an article at MarketingProfs. "Doing so demonstrates to your subscribers that your brand is being seen and heard in this new medium."

Consider these tips for adding social chatter to your email marketing content:

Highlight reviews and testimonials from social networking sites. If your customers are saying great things about your product or service, pass that feedback along to subscribers. "Don't rely only on a copy and paste on your Facebook wall. Include a variety of sites, such as Yelp, Epinions, and Amazon," Licino recommends.

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