Buzzword? Sure, of course. Still, that doesn't mean local businesses can't take a gander at what the buzz is all about when it comes to social networking, social marketing, social media, whatever you want to call it.
Lee Oden has a nice post titled Best and Worst Practices Social Media Marketing. I think it's pretty self explanatory, but a neighbor told me I was too geeky, so if you need any help translating this into "to do" practices, send me an email and I'll see if I can help.