Marketing used to be a one way street, with the brand shouting at you. 

Today marketing is a two way street, with consumers engaging brands via Facebook, Twitter and dozens of other social tools.

If you are a social media beginner, start by listening. Understand what customers are saying about your brandyour service and your pricing.

 As you get more experience you can begin reaching out and communicating with the most engaged set of customers we've ever seen.

Forrester estimates that by next year 50% of retail sales will be either online or web influenced. Think about your own buying habits. Don't you check out price comparison sites, review sites, both manu-facturer and retailer sites...all before you buy?

Thus selling is no longer just the responsibility of the retailer.

 In this multi channel, web influenced world consumers fire off information requests about products in all directions. Every participant in the supply chain has to recognize that everyone is selling, and everyone needs to tailor their web presence with high quality product information and help the consumer in making their buying decision.