In the past few weeks, I’ve been confronted multiple times by the question of whether social media is truly worthwhile for local businesses. The question comes from companies feeling the pinch of costs while also desiring to promote themselves adequately. The ROI may not be clear in many cases, so let’s examine it.
First of all, businesses have been propelled toward being involved in social media because marketers are attracted to any channels or arenas that large swaths of consumers gravitate to. As the usership of various social media services has grown, the rule-of-thumb is that their worth as a promotional vehicle has grown as well. Advertisers want eyeballs.
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