Become Socially Acceptable —Sherburne

Yet, last February, eMarketer estimated that businesses will spend more than $2.2 billion on social media advertising in 2010. Those dollars are likely coming from traditional media such as print and broadcast, and even events.

Komori decided not to attend Graph Expo, and is using the time and funds saved to do some "out-of-the-box" marketing, which includes social media. You can follow them on Twitter—just search for KomoriAmerica. GoPrint, a printing establishment in Puerto Rico, is very active on Twitter, in both Spanish and English. The company occasionally promotes its products, but largely uses the medium to establish itself as a thought leader.