If you are still thinking, "My customers are not using social media, so what use would any of this be for me?", then think again. This is likely more a conjecture than it is fact. Even if this were true, does this mean that your customers will never use social media? Perhaps, but not very likely. The simple truth is that social media is becoming increasingly more accepted for small business. Two of the reasons for this are accessibility (including mobile applications) as well as dramatic improvements in ease of use.

I asked myself the same question 6 years ago and decided to upload all of my existing contacts to each social network, prior to committing, just to find out for myself how many of my connections were currently using social media. The results were incredibly disheartening! Maybe 5 percent of my existing customers were using LinkedIn, and the results for the other networks went downhill from there. I struggled with the decision to even proceed and invest...