Small businesses are past the fact that they need to use social media. Customers are using social tools to communicate, shop, research and discover — most of which are rapidly becoming a mobile experience. And so, entrepreneurs are shifting how they run their business around that fact.

The question now becomes “how?” Booz and Company conducted an in-depth study with Buddy Media of social media’s marketing impact, and found that most businesses were not utilizing tools and services properly.

Chris Vollmer, a partner and leader of Booz and Company’s global media and entertainment practice, says businesses large and small are moving toward three capabilities: content development, community management and real-time analytics. – href="http://mashable.com/2012/07/15/analytics-small-business/?utm_source=feedburner&utm_medium=feed&utm_campaign=Feed%3A+Mashable+%28Mashable%29&utm_content=Google+Reader">Why Analytics Matter to Small Businesses by Christine Erickson

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