Marketers have ratcheted up their use of social media sites, which continue to garner increased traffic and attention. Social Media is all about conversation with customers. Online conversation is ubiquitous and a “never ending conversation”. Online success of any business may rely more than ever on having a voice that people can trust, rely upon and consider it as credible source for information about a company or a product.

People want to connect with other people when they conduct business online, whether the business is a large one, or a small one. One of the advantages that a small business may have is that it can be easier for them to build positive relationships, engage in one-on-one conversations, and avoid the inertia of bureaucracy and endless meetings.

Some large businesses attempt to reach out on a personal level to their customers. We saw that recently in a blog post, Introduction to Google Search Quality, from Google’s Vice President of Engineering in charge of Search Quality, Udi Manber, in which he introduced himself and described some of how the search engine ranks pages. But there’s no contact information for Udi on the page, no way to write and ask questions, no place to leave comments, and no way to engage him in conversation.

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