Social media offer many potential benefits. Any social media enthusiast can talk all day about “engaging with your customers,” “permission-based marketing,” and “listening and monitoring” and how they may help. But most small businesses are sitting on the sidelines waiting for the answer to that bugaboo question, “What’s the ROI?” Best practices will emerge and benefits will become clearer as time goes on, but there’s one thing that time can’t give you – the appeal of doing something...