Making the Right Moves on the Net

When Candi Carter launched a line of educational DVDs for children in March, she had to confront a lack of cash.
“We didn’t have a multimillion dollar budget,” Carter says. So instead of paying for advertising, the 40-year-old mom and television producer turned to social media—blogs, online videos and social networking sites such as Twitter (www.twitter.com) and Facebook (www.facebook.com)—to expose her business to potential customers and build a brand.