Internet marketing Ed Dale warns that ignoring rapidly changing social media is risky business.

Internet marketing Ed Dale warns that ignoring rapidly changing social media is risky business. Photo: Supplied

It’s a contradiction that drives internet marketing expert Ed Dale up his Facebook wall.

As Australians flock online in record numbers, why do many business owners they buy from still react to the web in the same way they would to a dentist’s drill?

Surveys find some owners are intimidated by the technology and others just don’t have the time. A significant minority simply can’t see the point of it all.

But Dale, who has made millions online, warns his offline peers to continue to ignore the rapidly-changing social media-driven web at their peril.