Looking into the “box” you’ll first see that those who utilize social media are a market unto its own. Those who have opinions on particular brands and voice them online are a fraction of the market that uses any particular product. Therefore, the force felt by companies is fractal in comparison to the whole target population.

Some products are generally non-responsive to the Internet as a whole. Products with high brand loyalty are less vulnerable to “reviews” online due to the fact that people don’t care because users believe that their belief regarding the product is the only opinion that matters.

Some products are completely responsive to online review. Movies are probably the best examples. Personally I check reviews online prior to going out to a movie because a series of reviews tells me a lot more about a movie than what the studios want me to know.

Social media will always have an impact on business and brands, but the truth is that the impact is based on two variables: product category and target market. Fill in the blanks and you can create an educated estimation of the impact social media will have on your product or service.

Michael – I publish fiction of all kinds. Click here if you want to see some. Thanks for asking.

Either they embrace social media with open arms or they ignore it; they cannot just stick their big toes in the pool to test the water. It just doesn’t work that way.

Lady – what types of books are you selling?

As more and more people get online and engage with social media, it will become more risky for brands to also engage with social media.

On a side note, I do provide windows support…..and can’t stand Macs – no offense lady – so let me know what you need.