Speedy signs East Tamaki owner Brent Neighbour spends half an hour each week updating his franchise's Facebook page with offers and tidbits of information.
"It's about engaging in an interesting way, brand awareness and trying to stay on the radar of customers."
Blatant selling is frowned upon, Neighbour says. "It will turn people off."
When a vehicle had graphics spraypainted on it, Neighbour posted a time-lapse video of the job on YouTube. And work on Denny Hulme's supercar was referred to with a video link to a TVNZ story on the Goodwood Festival of Speed in which the car appeared.
Speedy Signs has regular themed cupcake days and images are posted on the Facebook page. A new green-friendly printer was celebrated with green cupcakes.
The company's email, website and Facebook page are all linked.
The company's head office employs a marketer to write a blog, the essence of which is sent to subscribers of Twitter with a link.
Some small businesses have been put off by social media fees digital marketing companies charge, but Neighbour believes most can become involved for free.
"If you don't understand it, get someone younger to do it. They're more web-savvy and understand social media better."