While a recent study suggests most small businesses are not using social media, many small shops have found uses for it. In Los Angeles, 45,000 hungry fans await a tweet from Kogi BBQ about where the food stand has set up for the day. Duke of York, an independent theater in Brighton, U.K., has fostered a cult following by using Facebook. The Marsh Cafe in San Francisco gained CNN coverage for its Foursquare marketing.

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