San Francisco—Local businesses rank social media more than four times more effective as a marketing channel than paid search, according to a new study by social marketing platform company Roost Inc.
According to Roost's online poll
, distributed in May and with 200 responses, 71.4% of small businesses reported that social marketing was their most effective marketing channel, compared with 15% who named paid search. Respondents said social marketing saves them money (cited by 46.1%), is fun to use (45%) and keeps them top-of- mind (44.8%)
Social marketing has its challenges, however: 45% reported they were not sure how to measure the success of their social efforts, and 38.5% said they don't know what content to post, according to the Roost survey.