Although this little piece was written with an emphasis on medium-to-large business, the principles are, if anything, even more applicable to small business, whose promotion budgets are often quite small.
Normalization is happening, A checkbox for ‘social media’ on every announcement, product launch, product development and support will be using these tools. Social media tools to listen, converse, collect knowledge, and build new products will integrate across the customer cycle.
Read the article “The Five Questions Companies Ask About Social Media” from Web Strategy by Jeremiah.