I need some work done on my house.  Rather than turn to the phone book and blindly start calling professionals in my area, I asked my social network (via Facebook) if anyone had any recommendations for a professional in my area.  As it turns out, three people in my network has used the same company with stellar results.

Great!  I called the company and left a message on the owner’s cell phone.  A day later I left another (just in case the first one hadn’t gone through).  On the fourth day, another message.  And another on day seven.  My final attempt was on day eight… I actually managed to speak to the owner who promised to get back to me the next day for details.  You can probably guess how that went.

So what does this have to do with your online presence?
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