For many small businesses like Clover Food Lab, social media outlets such as Twitter, Facebook and blogs offer a relatively inexpensive way to build brand loyalty and reach potential customers.
But many companies are still very reactive – coming to social media only because they know everyone else is using it, says Zach Hofer-Shall, an analyst with Forrester Research.
Some companies are afraid of social media’s novelty, he says, afraid of spending money and staff time on something they don’t really understand.
Yet Mr Hofer-Shall says small business owners who use social media well find it doesn’t have to be too time consuming, and it can effectively build brand loyalty and lure new customers.