When social media is utilized correctly, it can be a very cost effective way to reach thousands, even millions of people which for a small business is a huge deal. Even though there is a gigantic world outside of social media, getting traction in visibility through social media engagements and advertising is a good way to become revenue positive so you can compete in the adwords, pla, and internet pay for visibility game. Which by the way is far more ferocious than social media will ever be.