Although social media and business make for strange bedfellows, social matters intensely to business.
Social matters for getting found online, for connecting with customers, and for building strong networks or communities.
Why is social media so hard for business?
On one hand, social media and business belong together. After all, we're in business to connect with customers and develop relationships. Which means that we recognize the value of learning more about our prospects and customers, so we can be responsive and relevant based on what they need. Great salespeople know how important being social is: it enables them to actively listen and observe for insights. (Think How to Win Friends and Influence People.) They do so using all the tools available - from the telephone to networks such as LinkedIn.