Dana Zezzo, Vice President of Sales at Pro Towels Etc., discusses how social networking can benefit promotional professionals. He explains that social networking allows companies to stay connected with current clients and prospects, identify new connections, and brand their company. Zezzo argues that social networking levels the playing field for small businesses by helping them engage customers and compete with larger companies. He encourages businesses to spend 30-60 minutes per day on social networking to build relationships and warm up cold calls.