I agree with article. The other questions in the post are the key to the answer for your business. Social media marketing is not the answer for "all" small businesses. Many, yes. The majority, maybe. All, not a chance.
An online business does not necessarily mean social media is the best marketing avenue to travel. If you think I'm lying, be my guest. You need to find out for yourself if it is or isn't.
Watching a Guy Kawasaki speech doesn't make you a social media marketing guru. If it did, you'd have a few more than 300 Facebook likes and 75 followers on Twitter by now. You'd have comments, shares and retweets on pretty much every post. I have a favorite saying: Show me, don't tell me.
If you've seen good results using social media, please share the details on how you did it. What worked and what didn't? Why do you think you got those results. What channels (platforms) did you use and why?
Revisit the original post. Answer all the questions and test your hypothesis for each. Because after all, your answers are worthless until you prove them based on factual evidence. Test, test, test and review the results.