SMALL BUSINESS

Over the decades - heck, even centuries - philosophers, politicians, tycoons and other leaders have insisted that you can't get something for nothing: "There's no such thing as a free ride," or "Nothing in life is free. " Well-known economist Milton Friedman once said, "There's no such thing as a free lunch." Even Entrepreneur columnist Robert Kiyosaki's rich dad told him the same thing.

 

But in our evolving Web 2.0 world and with Google leading the way, the rules have changed: You can get something for nothing - and for entrepreneurs, that something can have a significant impact on their businesses. Today, the web is full of free tools to help entrepreneurs start, run and grow their businesses for next to nothing. It'll just cost you some time and an internet connection.

 

It may be free, but you still need to invest. Just creating a profile won't cut it. Making the most of these tools requires time and effort, says Whaling. "There's an investment in reading other people's blogs, commenting on posts, getting involved in the community and building relationships."

Springfield, New Jersey-based Wine Library uses Facebook, MySpace and Twitter to notify its "friends" about daily specials, something it used to do solely through e-mail. Its Facebook presence includes a custom app called Ask Gary, where people can ask questions about wine. And the company keeps a regular video blog, Wine Library TV. "Viral aspects of your message explode once you use these tools," says Vaynerchuk. "When I think about how much brand equity I have with Wine Library TV and how quickly it happened for [so little cost], the fact that I spent millions of dollars building the brand prior to using these tools makes me want to throw up.
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