Whether you like it or not, in a digital age, the reputation you have online will influence some of the outcomes in your life. In other words, everyone today is responsible for an undertaking previously left to marketers, that is, building a brand. And this one really matters, because it is you!

I do not know a business that would declare they do not want Word Of Mouth recommendations. That being the case, social media is impossible to ignore, because it is where Word Of Mouth is now taking place.

The population has been empowered. Our thoughts and ideas are no longer restricted to telling a few friends and colleagues. Many of us have a voice and want to use it. Moreover, there is now a whole generation entering the workforce who have grown up always having a voice.

When businesses produce content they will, of course, post it on their own 'real estate'. For example; their website, blog, Google + page, Pinterest account, YouTube channel etc. However, it is important to place content in places where a company's prospects and customers 'hang out'.

There is no doubt that in a web enabled digital age the role of a salesperson has to change. Quite simply, in most markets, prospects now have more access to choice and information than ever before. This has altered the way buyers access choice and make decisions. Simple logic would, therefore, dictate that sellers have to react and alter their own behaviour.

Information has been democratised in a way never experienced in any previous generation. The companies that understand this will be able to take full advantage in order to create better and more sustainable businesses. Those that don't, will find themselves left behind.

Too many businesses are ignoring mobile. While up until now many companies have 'got away with it', this situation is becoming increasingly untenable. Over a third of the UK adult population now use smart phones, with a similar percentage in the US, and the market is growing existentially.

Since Google launched their Google social network in June 2011 a lot has been written about whether it will be able to rival Facebook as a real alternative. Many people make a big deal of the numbers.

At the moment, every business understands the requirement to have a website. That is, an address online where people can find you. What the 'Social Web' means for business is that today, every business needs to have a presence on a variety of Social Platforms, with the ability to allow customers to share that information. Failure to do this may simply mean that in a few years time, the business might as well not exist.