Having spoken at several conferences this year on social media, I have realized how big the gap is between large and small companies when developing a social media strategy. Unlike mid to large companies, small business owners rarely have a dedicated marketing staff person who can take on the new role of social media. Therefore, it is up to the owner, in a large part, or a COO to figure out how to implement social media within their company. Furthermore, if the company is growing, they may not have had time to figure out what message is appropriate and what channel.
Here is a link to a recent talk I gave to the La Plata Economic Alliance Summit on this very topic. Hopefully, it will start giving small business owners an idea where to start: