The problem with social media outlets like twitter and Facebook is that they're too broad for small businesses to use. For example, ppl don't just go to Facebook or Twitter to connect with small businesses.
I think you're broadly correct about the broadness, but that does depend on 2 things -
1) The industry, because some promote more consumer engagement than others - I could see people becoming a Fan of their architect or Following the great interior designer who did their friends' place because they might do the same next year.
2) The brand the business wants to develop, because some brands are designed to be more engaging. I was tempted to use 'a butcher' as a counterpoint to the example in 1), but then I realised I would probably become a Facebook Fan of my butcher if he had a page. He remembers our names, always waves when we go past, etc etc - that works for his business, not all in his industry, so some social media might work for him and his brand as well.
1) The industry, because some promote more consumer engagement than others - I could see people becoming a Fan of their architect or Following the great interior designer who did their friends' place because they might do the same next year.
2) The brand the business wants to develop, because some brands are designed to be more engaging. I was tempted to use 'a butcher' as a counterpoint to the example in 1), but then I realised I would probably become a Facebook Fan of my butcher if he had a page. He remembers our names, always waves when we go past, etc etc - that works for his business, not all in his industry, so some social media might work for him and his brand as well.