Small businesses should use careful auditing to evaluate their customers' needs and their own capabilities when crafting their online marketing strategy, writes Beth Longware Duff. Audits are useful when embracing a new tool, such as a social network, but should also be conducted periodically to keep the brand's marketing strategy on track. "Internal and external audits should provide you with a list of actionable items that will help you achieve your business and personal goals," she writes.