Below is a great video interview with Mari Smith (@MariSmith) by Michael Stelzner of "Social Media Examiner".
Around the 1:30 mark in the video, Mari talks about how Starbucks is all about being People-2-People (P2P). They did this through their "My Starbucks Idea" website. Customers voted for "Free Wi-Fi" on the site and Starbucks listened and implemented it.
Not sure if folks know this, but Salesforce powers the "My Starbuck Ideas" site - http://mystarbucksidea.force.com
The interviewer, Micheal Stelzner, asks Mari specifically about how Small Businesses can leverage Facebook, Twitter and Google+. Mari provides some really great ideas and answers.