11. Tale of Two Businesses Comparison of Web 2.0 Methods Good Useless Local Business Listings Essential Limited value Referral Marketing Limited value Good Facebook Excellent Useless Webinars/Podcasts Excellent Useless LinkedIn Limited value Essential SEO/SEM/PPC Essential Limited value Email Marketing Inform/Portfolio Sell Website Purpose Referral Web Lead Source San Francisco US/Canada Market Location Very undefined Well defined Product Let Leslie Do It La Estancia Vacations