Good post here. Since many of these technologies are low cost or free, the only investment involved is time. I think the biggest challenge for businesses is the time commitment and how to approach each media. For any form of social media to be effective, businesses must engage their audience consistently over time to see benefits. There is a ton of opportunity to reach customers/clients in the social space. I feel the key for smaller companies is to find their niche in the social community, focus on key members of those groups and not try to engage everyone.