"Businesses today are social. Success depends on connecting with customers instantly across multiple social media channels and networks. The growth of our App Directory gives clients an impressive arsenal of tools to do this, all in a single place. Our goal, as we close in on six million users by end of year, is to continue aggressively integrating leading apps, turning our dashboard into the mother of all SaaS resources for the social business."

This statement by Ryan Holmes, CEO of social media management platform, HootSuite reflects how important innovation is in this industry. Being a Small Business, in a pool of Big Businesses, is nothing short of a whirlpool-like situation - it is so easy to get pulled down in the eye of the storm. The concept of 'one for all and all of one' is an illusion when it comes to facing off competition in a buyer's market.