Depending upon what research you follow, only 30-40% of small businesses  use social media as part of their overall marketing plan. Not using social media is akin to not having a Yellow Pages ad 30 years ago. It’s that big of a deal.

The biggest resistance I hear from business owners is that they just don’t get Facebook or Twitter. They think they’re just entertainment sites their teenage kids waste a lot of time on, but that has changed dramatically over the past two years. According to this infographic posted by digitalsurgeons.com (click for best view) in late 2010, 83% of Twitter users are 25 and older and 60% of Facebook users are 26 and older – margins that are gaining ground as I type. It’s where I get my news; learn what’s on sale at my favorite markets, stores and restaurants; as well as keep up with old and new friends.(I’m the mother of a college student and a college grad, just to give you a rough idea of where I fit in with those demographics, so don’t give me that “I’m too old to learn this stuff” excuse.)

For those who haven’t taken the digital dive, I understand – it’s a lot like moving into a new house and trying to figure out where all the light switches are and how to get to the nearest grocery store, gas station and pharmacy. Just move in by setting up an account and send out your “new address” to your friends and business contacts. From there, it’s all like painting and decorating just the way you like it by posting links, pictures, videos and apps. It won’t be long until you’re established in the social media neighborhood where lots of people can find you – on and off line.

If you’re using traditional advertising media – TV, radio and/or newspapers – great, but social media is more than just free* advertising. April McCrumb and her teams at Catching Fireflies and Yellow Door Art Market do an outstanding job of letting their customers know about new products and artists on Facebook (Catching Fireflies) (Yellow Door Art Market) and Twitter (Catching Fireflies) (Yellow Door Art Market). Mark and Cindy Coon are always tempting hungry diners by posting their daily specials at The Lunch Cafe on Facebook and Twitter, if not exposing themselves to new customers who don’t happen to drive by 12 Mile Road on a regular basis or hear about their restaurant by old-fashioned word of mouth. Liss & Shapero not only use Facebook and Twitter to inform clients and potential clients about changes in laws, but they’re the biggest cheerleaders of Berkley businesses (perhaps yours?) online. Even Community Marketing Associates has (actually I have) been following, saying nice things about, and forwarding your posts on Facebook and Twitter. (And I hope you’l follow us, too!) And once Community Marketing Associates has its Community Marketing Program up and running for Berkley (and other communities), we’ll have more ways to connect with each other and show the world what a great place Berkley is to live, work, shop, dine and do business in!

But Facebook and Twitter aren’t just about tooting your own horn. They’re a great way to connect with and keep in touch with customers on a friendly basis, as well as to get feedback — positive and negative — about your business and make the appropriate changes.

Before long, you’ll be wondering why you didn’t make the move earlier.

*Your and your staff’s time is valuable, but the return on investment can be extraordinary.

Bonnie Caprara is the social media and media relations director for Community Marketing Associates.  She can be reached at bcaprara@commmktgassoc.com and at CommMktgAssoc on Twitter.