When a man is met with who combines with business genius the advantage of polished manners and evident cultivation, his opinion on any subject broached at once assumes added weight. Doesn’t it?

Yes, Miss Post, it does. Which is why companies are busily nurturing their online personalities. By collecting admirers who "Like" them, they gain privileged access to potential customers and/or referrers.

Would you go in preference to a man whose manners resemble those of a bear at the Zoo, if you could go to another whose business ability is supplemented by personal charm?

Good networking, both face-to-face and online, will draw more – and more loyal – customers. Sure, there will always be a segment that shops for price, but they are usually not your best customers.

Good manners are, after all, nothing but courteous consideration of other people’s interests and feelings.

The modern business version of this is the "talk benefits, not features" mantra. Customers naturally have their own interests at heart and want to know what’s in for them if they let you engage them.

The really big man—it makes little difference whether he was born with a gold spoon in his mouth or no spoon at all—is always one whose interest in people, things, and events is a stimulating influence upon all those he comes in contact with.

Some social media experts suggest a two thirds/one third split, sending out chatty or informative posts more often than sales marketing posts. The idea is to be that "stimulating influence."

To make a pleasant and friendly impression is not alone good manners, but equally good business.

Duh! Yet how easy it is to channel the "plaid coat salesman" and overwhelm prospective clients with "buy my stuff" messages. Making the effort to be pleasant and friendly costs nothing but will deliver great results.