A number of industries will have to grind things out without a community--by making, distributing and selling tangible physical products. Managers of those businesses will be forced to turn the sales wheel every single day to get an adequate return on capital. They won't be able to amass users and count page views and then - voila - see their margins or share price improve. The only way to increase their share price and the value of their company is to increase sales.

Many of these businesses, while benefiting from the Internet, will still need to rely primarily on old-fashioned tools to win over shareholders and connect with customers. Their best course of action may be to keep most of their money and focus in things like circulars, coupons, aisle end-cap displays and television ads. Spending money and effort in social networking, search engine marketing, mobile marketing and home page optimization won't move the needle much, if at all.

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