Finally, think about how you can use your most loyal customers to do your online marketing for you. Social media has changed the way people make recommendations and share their experiences. Weary of the constant bombardment of marketing messages – and with a whole internet of opinions, rants (and even occasionally praise!) at our fingertips – we now just have to turn to Facebook or Twitter for advice. A business can be made or broken in minutes. The mass adoption of online social networks has changed the way we make purchasing decisions. Businesses of all sizes, no matter how small, can capitalise on that. Best of all, these social recommendations are super-targeted, personal and free.