Should the smallest businesses pay attention to social media marketing?

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eMarketer estimates that 127 million people in the US, there
or 57.5% of internet users, will use social networks at least monthly this year. Facebook alone has over half a billion active users worldwide. Still, many of the smallest businesses don’t believe their customers can be marketed to on such sites, according to an August 2010 survey from customer review platform RatePoint…

When asked if they thought customers wanted to hear from them on social sites, only a quarter of businesses thought they did.

Read the full article from eMarketer.

While this article touches on small businesses current views of social media and its affect on their businesses, it doesn’t address the larger question for small businesses. “Given my specific target customers, what is the best way(s) to reach them with my resources and budget?”