All selling is social. Always has been. Always will be.
Before Facebook, before LinkedIn, before the web in fact, people bought from people in social ways. They asked for advice from friends, they gave their opinions over the garden fence and they wrote ‘dissatisfied customer’ letters to manufacturers when products failed to live up to their promises.
Of course today, social has gone into overdrive. It is now so easy for customers to find out anything they want about your products and service – both the good and the bad. They don’t rely on what your marketing material says (in fact, increasingly, that’ll be the last place they look).
There are many places where they can get an unedited take on what it’s like to buy from you.