Just read a useful blog post from Vinci Designs which reminds small business, among others, about some good fundamentals on social marketing. Fundamentals – something that from time to time is forgotten the more we fall in love within the vagaries of the ‘social media tools’ at our disposal. At the end of the day, any visitor to a mobile platform, a Facebook page or Twitter post needs a ‘call to action.’ Yes, many understand the need to interweave these, but the number of ‘likes’ or retweets does not a business presence make. The fundamentals remain that a web site should be the destination where visitors learn who you are, what you sell and and the core reasons why you exist. It is your office. This is particularly important for small businesses. Your social media ring, I submit, still needs to serve your prime business objective: to engage customers. “If you build it, they will come.” But, they will only come if there is somewhere to go – a place that wholly represents how you are a responsible steward of your product or service. After your chat at the proverbial “cocktail party” on the social platforms, your prospective clients will always want to drop by your home ‘office’ the next morning.