There are few brick & mortars that haven’t yet jumped on the social media bandwagon and set up Facebook & Twitter profiles, which have now almost become prerequisite. A few are doing a really great job with it, but I think the larger part of them need to rethink why they are using social media and what they are actually doing with it. I’m thinking primarily of the SMB brick & mortar-style companies – the smaller shops and restaurants – that seem be to be struggling with really using social media for anything more than maintaining a questionable presence. I recently met with a very ambitious and successful restaurant owner. She runs no less than five restaurants in central Paris, all catering to the midrange segment of casual diners.