Creating a social media presence (Facebook, Twitter, etc) costs nothing, and has become an essential component of SEO for any website. While its impact can’t generally be measured in direct sales, the connections, link building opportunities, and possibilities for word of mouth it creates are genuinely valuable.
Alexis Ohanian, co-founder of Reddit, presented this “Guide to Social Media Success in 3 Minutes” talk at the TED Conference. He encourages business to realize they are on a level playing field on the internet, and that it’s essential for them to remember they can’t be in total control of their brand. That in fact, the best things can happen when they’re willing to lose control of it.