While the popularity of social media, social networking, social platforms and Web 2.0 gadgets and widgets grow, more and more companies are learning to leverage these tools. Corporate giants like GE and HP use them well and often. For the past few years lots of companies have watched social media enter the marketing mix in a variety of ways, but have stayed on the sidelines. It is difficult for many to understand the value of social media marketing for a smaller company with local clients, but more and more they are starting to join the mix. A report just releseased and showcased in eMarketer tells an evolving story where 260,000 small companies reported participation in social media. Most are using it to network, blog, participate in forums and use wikis.

This is a trend we expect will continue. Marketing plans, engagement strategies and client interactions will continue to be influenced and shaped by the social web. Companies of all shapes and sizes can find value from different types of interactions in this web space. Determining the where, how and when will become the more prevailing questions as we move past the if and why.