In the seacoast town of Scituate, Mass., small businesses have relied on word-of-mouth marketing for years in the old-fashioned way -- physical conversations between friends and neighbors. Now, they're also discovering the power of social media WOMM. Ann-Marie Robicheau, who manages the store Baked, said she posts weekly photos to Facebook showing new treats, deals and other creative ways to bring in customers. "I don't think anything is ever going to replace ... walking in the door and having a conversation," Robicheau said. "But for new exposure ... [social media WOMM] is a unique way to spread the word without really doing anything."