Buying things has always been social.

That's the thinking at Zappos.com, one of the largest online shoe and clothing stores. And that's why the Nevada-based company turns to social networking sites like Facebook and Twitter to answer customer questions and complaints, and to tell fans about their funky company culture.

It's also why Zappos executives have tried to make the site itself more social and by investing time, money and staff to grow the company's presence on Facebook and Twitter.

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