Social media allows digital marketing firm Underground Elephant to pinpoint potential customers for its clients and to create finely targeted campaigns based on personal information. Shown, from left, are Keola Malone, Mike Norman, Mr. Elephant, CEO Jason Kulpa and Taryn Lomas.

Social media allows digital marketing firm Underground Elephant to pinpoint potential customers for its clients and to create finely targeted campaigns based on personal information. Shown, from left, are Keola Malone, Mike Norman, Mr. Elephant, CEO Jason Kulpa and Taryn Lomas.

Suddenly, the use of social media has become big business for small business...

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