Relevance is something I have been talking about for about a month on various panels, client training and internally at Bonfire. What the idea truly comes down to is making sure you are recognizing people exist. Now I know this seems like a no brain-er and, well, it should be. But it is something that's often forgotten in the hustle of running a business. If you have not already noticed, there is a conversation happening online weather you like it or not.
Internet users have unprecedented access to speaking their own mind in the form of reviews, blogs, comments, tweets, forums, Facebook and about a Trillion (with a capital T) places to be prolific. You do not even have to be a business owner to be reviewed for something you have done. LinkedIn give users opportunities to recommend prior work or Trusty's for sole proprietor/contract work. 
Anyone that takes the time to write about your business or you want to be recognized. This is increasingly important with the amount of clutter on the web today. Good, bad or indifferent, by responding to a mention, review, link, etc. will reap dividends in customer loyalty and company culture.
The lesson here is listening and responding. Have you Googled your business? Have you searched Twitter for mentions? Do you know who the influencers are online and what are they saying about you? Do you understand how to search keywords on Technorati? Your clients are talking, but do you hear them? What you don't know might really hurt you.
