It's an instant digital world. A big part of this is that everything that you put out there be it personal or business is traceable. Everything. So how to proceed? Honestly, Efficiently, Transparently
I know it goes against everything anyone over the age of 30 has ever been taught about business. Since the advent of big business, it has been the bastion of men on golf courses, men's clubs and other less reputable places. It was an insular world where as long as you could conduct yourself in a manner appropriate for the time and were persuasive you could be successful. It was a world where men like Ivar Kreuger(The Match King) could run the world and hold governments in his hands. He did this in large part by extortion, blackmail and had his monopoly defended by the governments he was controlling (i.e. police and customs officers). But I digress.
Because of trackbacks, near infinite storage of email, unknown network connectedness and net watch-dogs - no business can get away dishonest claims, dealings or transactions. It is a plus and negative of Web 2.0 that anyone can be an expert (with or without credentials) on any topic. The corollary to this is that anyone can be a "key influencer"; someone with massive reach who comments on businesses or events. So above all, be sure that you Net-iquette matches what you would do in person. Every net entry (blog, email, press release, Tweet or Facebook) must be approached in the same manner you would employ for an important business meeting. Yes, it limits how you write, even to your friends on personal matters but because you cannot guarantee who will ultimately be seeing it - it must be in keeping with your most professional business etiquette.
Here's a for instance: I was on Facebook recently and an old high school friend was posting to his wall regarding a business venture. Because I was an official 'friend' after the initial postings regarding his wanting to start a business, what that business would be, funding sources, etc. I was piecing together the post-flow. I gathered that he was getting help from a government agency. The program allowed him to learn about business plans, connected him with loans, helped with building a website, how to develop marketing and it paid him during this learning phase. Well, the post that troubled me most was one that refered to his final meetings from where the money would actually be realized. He posted that the deciding panel consisted of pinheads and he couldn't believe he had to please these people in order to get his business going. Poor form doesn't begin to cover this. Can you imagine if you were on that panel and found out that someone your agency helped, taught, trained, mentored and financially supported was publicly ridiculing you. Would you proceed with funding?
It cannot be overstated: Be honest - if you've promised something, deliver it. If you've failed to deal with something in a timely manner, apologize and keep going. You will not be able to get away with saying you didn't get the message. It's traceable in a many many ways. It won't fly. Own up. Immediately.
Be efficient - if someone gives you a good review, take the time to thank them ASAP. If a key influencer comments on your business - favorably or not, follow up with them. It'll get you more trackbacks and show you to be connected.
Be transparent - if you get a deal on a product or service (especially if it's publicly traceable), pass the savings along to your customers. Because you can reach an infinitely large market, volume may be your target or a very selective few (and you'll be able to exercise that selectivity). Think it through and let your intentions be known. Back to that honesty angle. Turns out we are not so slowly moving towards the Star Trek ideal of everyone getting along for the good of everyone. There's enough business and fame for everyone. If the web has taught us anything - it's that.
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