According to Charlene Li, CEO and Principle Analyst at at the Altimer Group, organizations that do not participate in social media will not survive in the constantly changing marketplace. While a greater part of the marketing industry struggles to quantify the impact of social media some small business owners are seeing customer acquisition as the most valuable metric.
It could be the local appeal of the small business owner that gives them better results when using social media. After all the primary purpose of sites like Facebook and Twitter is for people to keep in touch with each other, and smaller companies fit the “profile” better.
Here is a useful diagram (from Thrive Analytics) that helps visualize the importance.