Just a few years ago, the internet was very different. Companies were not engaging customers but just selling to a passive audience; people could not express their voice in a powerful way, and the overall communication landscape was very “top down.”
No matter the size of your business, they (prospects, customers, clients…anyone and, potentially, everyone) are talking about you. They are tweeting about your latest product, leaving a comment on your blog, posting a Facebook update about their customer experience, and much more. If you think you can skip this, or if you think you can make it without taking into account people’s voices, opinions, and reviews, think again.