Study: Only 15 percent of local businesses’ Facebook fans are local

It’s a rather stunning number, accompanied by an even more stunning proclamation about social media marketing by The Wall Street Journal.

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The article cites a 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.

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