Is your marketing department spending all of its social media energy trying to increase the number of "likes" on your Facebook page? How much time goes into coming up with the next clever tweet for Twitter. If you think social media begins and ends with Facebook and Twitter, you're ignoring the social media sites that can actually have a significant impact on your business.

The social media sites in question are peer review sites—sites where consumers can go to post their reviews and share the experiences they've had with local businesses. A growing number of people, especially those belonging to the mobile generation, automatically check these sites first before engaging with any new business.

With a global reach, Yelp is the most popular among these sites. Here users can say as much or as little as they want about a local business, and also provide a rating of one to five stars. Although Yelp is used most commonly as a restaurant guide, it does have a Banks & Credit Unions category.