Reality Check:
Engaging in Social Media is no longer a choice. Whether you like it or not, “Social” is happening to your brand. 
Wake up people! It isn’t a matter of – “Should buy search keywords?” “Should we buy banner ads?”
The manner in which is disseminate and aggregate information as a species has changed. The amateur has been empowered with the tools to create content. Right now, at this moment someone is Tweeting about your business. They’ve been annoyed by a sales clerk and want to warn their friends. Or on the flip side, they’ve been delighted and want to share with the world on Facebook. You cannot control it; you can only engage and participate. By engaging you can address and alleviate negative commentary, as well as promote and convert the positive chatter. You can take a disgruntled customer that would have otherwise never done business with you again into a repeat customer by addressing their issue expeditiously – and you can turn a relatively pleased customer into a full blown brand advocate by delighting them by letting them know how much you appreciate their praise.
Now isn’t the time to get apoplectic and freeze into inaction. Now is the time to engage in Social Media. Don’t hesitate. You have nothing to lose, and the whole world to gain.
