The article cites a Roost.com study, which states that only 15 percent of the average local business’s fans are in the same city as that business.
Roost VP of marketing Chris Brubaker told the WSJ: “We thought 50 percent would be the number [for the local fan base] and when we got the 800 scores, we were stunned. That means small businesses have to try a little harder to target local fans.”
Wait one second. Maltby said “so much for marketing through social media.” I take that to mean it’s gone the way of the mastodon. That can’t be right.
Does this mean small businesses shouldn’t engage in social media marketing? No.