It's either frightening or amusing how little regard Social Media demands in workplaces around the world.
You'll see in many business around the world that there is no "social media specialist" or "director of digital audience." Quite often, the person that dictates your whole digital presence is known as your "social media person." Often they're just on their laptop in the corner, or just someone's 16 year old cousin who seems to be pretty tech-savvy.
And that is where small businesses' social media problems lie.
Social Media is the loudest voice a business can project to the world. If you were to go outside and yell your business message at the top of your lungs, it wouldn't reach as many people in it's entirety as a 60-person Instagram page. Heck, it's not re-readable, it's not share-able, it's not provable. But social media is, and that one voice of your entire business to your entire audience could be an acne-covered school kid, an employee whose too busy to check what their marketing message is actually saying or even worse, no one.
It goes much further than that too; social media gives your business a personality. It allows the business to express its identity to its followers, and create a deeper relationship between the customer and the business. There are good examples; Humans of New York and Major League Soccer club LA Galaxy execute it brilliantly, while on the dark side of the ledger sits businesses like Protein World. Honestly, if you can handle serious cringe, click here to see what we're talking about. Brand personality can be a serious money-maker or business-breaker for your entity; make sure it's handled correctly.
The social media world is also MASSIVE. If every Facebook user came together to form their own country, it would top China's population of almost 1.4 billion to be the World's most populous nation at 1.44 billion people. In fact, there has been a greater increase in Facebook users than people living on the planet since 2005. And that 1.44 billion people is reachable via social media.