With each innovation of social networking there are both risks and potential opportunities for various companies. For some web retailers the ability for folks to comment on a Facebook page or respond directly and publicly in Twitter form can be a risk. That risk is even more pronounced with the launching of Klout a website built to measure your influence within a social network.

On Klout normal people tend to hold quality numbers while businesses who’s Tweets are purely promotional fall by the wayside. In this environment it is hard for a business to stand out, however there are ways. The Subway restaurant chain for example offered gift-cards to folks with relevantly high Klout scores and influence within Subway’s targeted subject. This meant that there would be influential networkers mentioning Subway just to get the gift card.

Contests are a fantastic way to get people Tweeting your name and engaging with those who do is a great way for businesses to pick up heat on the web. Each tweet is a valuable way for your business to connect with a wider audience but you must also be fully prepared to answer individual customers concerns in a public way that remains fun and professional.