When Snapchat went public this year, it was a reminder to many small business owners that they need to be part of the social media evolution. But which network? Snapchat? Facebook? Instagram? All of the above? Many owners opt for a mix, picking services that will be the best marketing tools for their companies. “Each channel is used in different ways, and should be used in different ways. There’s no ‘one size fits all,’” says Michelle Vroom, whose eponymous public relations company in the Philadelphia suburb of Horsham advises small businesses on......

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