Small businesses have a few advantages over larges businesses and one of them is the ability to market to individuals.  This is important because this form of marketing is the most successful.  Think about it, the marketing that gets to you makes you feel like it is directed for you and only you.  It begs the question-how did they know?  


Social Networks can return this advantage back to big business.  It allows the client to access customized content aligned with their interests and it provides empowerment.  The client feels like they have a voice about the relationship with the company.  A voice that is accorded the same respect as if the client was talking to the owner of a small business. 

Treat your social networks as if they are 1 on 1 conversations with your clients and you should see the client value of this resource increase dramatically.