The web has to offer many new ways to do business. It gives your business access to millions of potential customers around the world, 24 hours a day and 7 days a week.

But as technology evolves, the way we do business also has to change. Otherwise we are doomed to fail. As one of the biggest changes in the evolution of the Internet are social networks. The way people interact online has changed, and we know see the Internet not only as a information medium but as a community of people.

Relationship with the customers is not a new concept in business. In order to dominate in their markets businesses have learned to listen to their customers and fulfill their needs. But that's process is difficult and expensive with the old methods. These methods are slow and expensive. That's why every business has always sought how to improve that and get better results with less investments.

The Internet as medium has improved communication process. But the process is essentially the same and its effectiveness has decreased as it's been used more widely, it's become a standard. Social networks have come as a new and a lot more powerful way to reach and engage the customers.

Social networks engage the users, they become constantly interested in your services. Think of it as a party with good friends, it's much easier to communicate than the formal, distant way. To achieve this and create such a community is every marketer's dream. Not only to have a hungry crowd but to know their every need, to be able to give them what they want and make money from it.

But there are obstacles, it's not a straight forward process. It's not trivial to find your niche and build your community. Such communities already exist, but to approach them they have to let you in. Big social networks have their restrictions.