Study: Local businesses 'like' social media for marketing

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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.
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