The business-to-business toilet company’s technical Web site could wring a yawn even from a scatologist.

But the YouTube video about its self-cleaning toilet simply bowls over many people. (Type “cws toilets” into Google and the “Swedish self-cleaning toilet” video link tops the page.)

Or check out the Web site www.willitblend.com and see how Blendtec zanily promotes its line of blenders and whirs immense interest in its products. (Blended items have included an iPhone, light bulbs and a Barbie.)

The Boston dentist whose practice was lost in the fog of big city phone book advertising launched a blog and then published an e-book titled “Healthy Mouth, Healthy Sex.”

In three years, her annual revenues jumped from about $150,000 to more than $1 million. Actor Ben Affleck came in for treatment of a chipped tooth.

David Meerman Scott, considered an expert about how social networking can benefit businesses large and small, cited these success stories and more during a Wednesday morning talk at the Hotel Roanoke & Conference Center.

“Every one of you can do this,” Scott told an audience whose numbers included owners or operators of small businesses.

“You can achieve a similar kind of success for your business,” he said.

Scott began his presentation with questions for the crowd.

In the previous one to two months, he asked, how many had researched a product or service in response to direct mail advertising? About 5 percent raised their hands. How about print ads in phone books? Twenty percent. Mainstream media? Fifty percent.

And how about the Internet? One hundred percent.

Business marketing will never be the same, he said. Political campaigning either.

Facebook, Twitter, MySpace, influential bloggers and the like elected Barack Obama president, Scott insisted.

It wasn’t politics, he said. It was marketing.

Scott said he had spoken to an audience of about 350 men in Saudi Arabia and asked them to name Obama’s one-word campaign message. He said nearly everybody immediately responded, “Change.”

Scott said many companies are wary of using social media for fear they will “lose track of their message” or risk someone writing something negative about their product or service.

But it’s time to move past those fears, he said, and embrace new marketing opportunities that in some cases cost a company next to nothing.

Stop making excuses, he said.

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