Using the broadest and most effective current media to put your message right in front of consumers, whether their at home surfing on their tablets or at work browsing for resources.
Every company of any size could and should use the basics of Social Marketing. Having a company page on Facebook and Twitter is the simplest fastest way to get in the door, but that's only the beginning. Keeping your posts fresh, running targeted ad campaigns, and promoting events and sales keep you front and center in consumer purchasing process.
And of course, then you can expand into Google+, LinkedIn, YouTube, Foursquare, Instagram, Reddit, RSS feeds, blog posting, ad nauseum.