Small is Beautiful and the Scalable Brand

Sitting on my bookshelf is an old paperback copy of Small is Beautiful, by E.F. Schumacher, a vestige of a long ago economics class that certainly entertained many points of view (wasn't that why we were there?). The political economics of it aside, it left an impression on me as a budding marketer - that the additive effects of small, purposeful things done really well, and in an integrated and focused way, could in effect move a market. Isn't that what social media is all about when done well, and Twitter specifically?