The rise of social media in the past 10 years has changed the way we think as a society not just casually, but professionally.

Many companies have jumped aboard the social media train as a way to promote their business and engage with their customer base on a much deeper level.

Social media has closed the once more pronounced gap between business and customer; now whenever patrons have a concern or an issue, they simply write on the wall of the company's Facebook page or leave a message in the comments section of a YouTube video, or write a Yelp review. That's also not to say that people fight fair, some complain just for the sake of complaining and it's up to the companies to determine which messages constitute legitimate concerns.

That all being said, what is social selling? Social selling involves using whichever social networks in which your company participates to locate prospects and nurture existing relationships with clients in a more effective, albeit, subtle way. It's more of an understated lead generation tool that eliminates antiquated ways of approaching new prospects such as cold calling.