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Social media has been a great field leveller in providing small business with the ability to connect to their customers in a cost effective way.

Engaging with customers has now become a key part for marketing a product or service. The cost to small business is now in the effort and patience to pursue this rather than the marketing budget.

@Valeria Good point.

@Eric - part of the issue is that marketing is not only promotion. Product development, for example, should be a consideration.

@Gianandrea - one of the panelists is a business owner and it was great to hear her perspective of how much of her business benefited from going direct to customers vs. worrying about selling wholesale and through channels.

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