That’s the question, isn’t it? Perhaps– and this sometimes works for me– show them the consequences of not being part of the conversation that’s already happening: there are many examples of reputation ruined by the internet.
I spoke with a window sales rep Saturday that was about to close a deal. While he was doing paperwork, the homeowner went back to his room. When he returned, the would-be customer said, “I’m not buying anything today.” Reason: what he had read about the company on the internet. This same rep told me he had lost about $7000 in commissions that year due to similar events. No telling how many leads were lost, appointments cancelled, sales aborted, or contracts rescinded because of that. But the company had a GREAT television and radio campaign. So… big bucks to get the appt, to build the brand, and some anonymous blog subverts all that investment.

“I work with retail businesses on a daily basis and most want instant gratification. Anything that does not increase sales instantly is not considered a worthy investment.”
Totally. Short-term thinking is not going away anytime soon… which is why most businesses fail in the first 5 years….