Often times it’s easy to extol the virtues of social media, after all it’s sort of become a requirement for any business looking to find success online. However, it’s understandably difficult for small businesses just starting out to really grasp just how they can see results. A few common misconceptions are that simply having a profile on a social network is enough or that fans should be flocking to you in droves by your third or fourth update. After all, that’s how it works for the McDonalds and Nikes of the world right?

Surprisingly enough its small businesses that reap more benefit from tapping into social network like Facebook or Twitter than those larger franchises ever will. Those that start adopting it as a part of their marketing early on have the opportunity to create authentic connections with their followers – one on one – and establish brand advocates that are 100% active as opposed to accumulating 500,000 “unactive” followers.

Fusaiotti’s strategy was so successful... It not only helped identify potential markets where the demand was strong, but also strengthened his online community who have now become active investors in the project.

I read a news article earlier this week that demonstrated a prime example of a small business utilizing its social network to great effect (and profit). The company in mention, Foosackly, is a local business located in Mobile, AL that has grown from a single location to seven in the past 11 years. For his most recent restaurants (which should launch by Thanksgiving) Foosackly founder Will Fusaiotti took a unique approach to choosing the location – he asked his Facebook fans.

Fusaiotti’s strategy was so successful (more than 3,000 people voted) that he ended up opening two locations instead of one! It not only helped identify potential markets where the demand was strong, but also strengthened his online community who have now become active investors in the project. And Foosackly isn’t alone; plenty of small businesses have seen big returns on social networks by investing their time and personality to the brand. Naked Pizza, which we covered here previously, is a prime case study for finding the same success on Twitter.

How do you currently utilize your social networks? Do you make it a priority to reward and connect with your followers on a daily basis?