I just had a late night conversation with a local business owner who owns a record & book shop.

We talked about many things, but as a marketing guy, I probed into his mind as to what methods he has used to monetize his business outside of his retail, walk-in traffic.

For anyone who runs a business that caters to the locals (i.e. the local economy drives YOUR business), pay attention.

We discussed many GLOBAL aspects of incorporating his website into his business and bottom line. These included concepts like adding store inventory to his website, selling his products through this website, updating customers through RSS, etc.

I covered all the bases. And got shot down with each one.

The store owner was right in each of his arguments. His point was that he never wants to alienate his existing customer base by giving the rest of the world first dibs on his product. He’d rather keep it here in the store to keep his customers happy and coming back for more. That’s how he stays in business.

That’s when I pulled the social media and social networking card on him.

Imagine a social network built around a local business’ website. A small network that really only applies to those who frequent an establishment.

In this case, a record shop. As a customer, I could login and create a profile of music I enjoy, or music that I purchase at that store. I could network with others who share similar interests, and because we all live in the same town, we could meet up for a cup of coffee or a drink at the bar. Relationships could develop. All because of a small town record shop.

The point is, why we always think of the Internet making the world a smaller place and connecting the global economy, it’s easy to forget your own environment. The fact is, the Internet can connect not only those who are far away from us, but also those who live next door that we’ve never had a chance to meet.