"Small and medium-sized businesses look for new customers on social media," eMarketer says. The article quotes studies that say SMBs find social media effective and important for marketing.
The best part of that article, though, (in my completely biased opinion) is that they reference our survey on the use of online marketing and advertising by SMBs, and the fact that 50% of our respondents reported having used social media marketing.
Interestingly, another survey quoted by the article found that 83% SMBs planned to use social media marketing this year. Even more interesting, nearly two-thirds of SMBs in another survey said they used Facebook alone to promote their business.
All of this attests to the growing prevalence and effectiveness of social media marketing. This is in line with my own assessment as well. As a company, we've seen more orders for social media work in the past few months (designs for Facebook tabs or Twitter backgrounds, for example). We have trained and are training our people on the peculiarities of designing for social media. Our E-Marketing Manager Unmana Datta recently had an article on Facebook marketing published in Supplier Global Resource, a publication targeted at promotional products suppliers.
I'd argue that there's not much difference between small businesses and big brands when it comes to social media marketing: they can both use it effectively and they both need to make it a part of their overall marketing strategy.