With all the talk and hype (real and otherwise) surrounding social media and online social networks, it's easy to forget about the one online messaging/marketing platform that you control: your blog.
Your blog should be at the core of your social media / online marketing strategy. Likely, it's the only web property you actually own. Make the most of it by keeping it updated and using Facebook and Twitter to drive traffic to your blog. Such social networks should be the elements that promote and raise awareness about the core: your blog or website.
Blogging may be a few years old, but buy-in from small businesses is relatively new. You can still command a place of respect in the blogosphere if you talk about and comment on the many issues in your particular niche. Be an expert, offer advice and insight, comment on what's happening in your industry. Your blog can be short-form, long-form, multi-media...whatever you choose.
This post is not meant to dissuade you from Facebook, Twitter, etc. Indeed, you should likely be using those channels to drive web traffic, connect with prospects, etc. but don't write off one of the biggest online marketing opportunities you have: your blog.
So, set up a schedule and editorial calendar, identify sources and get blogging!