He needs to take your advice. I think twitter is awesome for businesses. I follow many of my favourite companies for specials, deals, new products, etc.
One of our employees is responsible for “tweeting.” The Youtube channel has also proved very successful.
I recently bought cabinets, and maybe because I work for an online retailer, but I chose the cabinet company based on price and quality, but also based on their website and especially because of their youtube channel which took you through the process of ordering, measuring up your kitchen, installing the cabinets, etc.
Blogs are also powerful marketing tools. Our customers are really into the blogs and they send comments and photos of their completed projects (I work for a retailer that sells to DIYers.)
We offer special coupon codes, online specials, and other things through all the online marketing...it brings customers back to the site on a regular basis.