If you have not understood the importance of establishing a digital presences read along and you will.
93% of persons who use social media believe business should have a presence. This is NOT banner ads, but appropriate content that finds itself naturally lending to the ongoing dialog in social spaces.
Less that 33% of business have any presence in social spaces. Without a presences there is no opportunity for brand promotion or protection. A consumer can not start a rumour in a printed magazine article but they surely can online. Managing a brand online is as much about protection as it is about promotion.
The 3rd most trusted source of brand information. Following behind family and friends and newspapers the 3rd most trusted source is information online from our "virtual" friends. This is very telling about the level of trust and comfort persons have for the digital world.