Business managers and owners should use social-networking tools like Facebook, YouTube and Twitter to communicate with customers and influence consumers, says a recent issue of Forbes. As the dairy industry works to get its message out, these tools may offer communication solutions.

According to Forbes, while many either dismiss social networking as a time-wasting distraction or regard it as a risk-management problem — due to concerns over security breaches or data privacy — authors Matthew Fraser and Soumitra Dutta say, on the other hand, social software can be used to boost productivity.

“Most important, it can be an effective way to build a customer-centric organization that not only communicates authentically, but also listens to customers and learns from that interaction,” they write.