Small businesses can do social media; it's just about being savvy enough to incorporate some of your strategies into procedures that already exist.
Don't just say "Find Us on XYZ." Remember, you're dealing with social networks - not search engines. If your customer hasn't visited you before on a community like Facebook, it could be a tough task to find you. That's why it's important to list the URL, and on Facebook even more important to claim your username (i.e., a vanity URL such as facebook.com/YourBusinessName). Put this information on business cards, flyers you hand out to customers, menus, table tents, cups, key chains, or any other promotional items you may give out to your customers. If you're trying to connect with them in the virtual world, make sure that on every level that makes sense in the physical world, you're letting your customers know how to find you online.