Small business owners have about a zillion things to do each day – and social media is not usually at the top of the priority list. However, the smart, effective use of social media is essential to building a business’s brand, connecting with potential customers, fostering customer loyalty, and even resolving customer complaints. Sadly, social media is no field of dreams for most small businesses. Just because you build it doesn’t mean that followers, likes and re-tweets will come. It’s not uncommon for a small business’s Facebook page or Twitter account to languish due to lack of content. You need to be sharing interesting, meaningful and relevant content that gives folks a reason to follow your business.