As we've discussed on this blog in the past, technology is reshaping how small- and medium-sized businesses advertise themselves in a digital setting. In addition to the revolution in marketing that the internet has brought – there's no doubt the Web has fueled a resurgence in advertising – the fact is that there are exciting platforms both old and new that companies can leverage to maximize results and reach a whole new playing field of potential customers.

Today, we'll look at the role that social media is playing in tapping previously undiscovered markets. According to a recent article in the Irish Times, social media is changing the way that consumers reach content – content that, in many cases, can be utilized to the advantage of companies.

"Although accessing news through direct engagement with news brands or through search engines remains more common overall, the report stresses the growing importance of social media recommendations as a gateway to news for smartphone-armed younger consumers," the report reads.

Social media marketing is also being leveraged to get information out about merchants and vendors at this year's FIFA World Cup in Brazil.

Now you may be asking – what does the news have to do with my small business? The key here is to treat business events as newsworthy happenings, making a blog or website dashboard a way to distribute messages to customers that may help them inform their consumer choices. For example, if a business wants to advertise a new location, social media channels can form an effective pipeline to distribute information that is then shared around organically by users of Twitter, Facebook and other platforms.

Internet marketing solutions are built on the premise that communication between companies and their customers is pivotal to maximizing potential business relationships. Here at KeyMedia Solutions, we strive to connect these dots and help our clients tap the potential that technology has to offer.