[smbowner]

> Anecdotally, based on my experience working with over 250 local businesses across the business spectrum, this doesn't reflect reality.

Have to chime in here. I run a small brick and motor business with a membership model (climbing gym).

FB/Insta are paramount to our marketing and communication. Like the parent comment said, people like to say they don't use Facebook/Insta but that doesn't seem to be true at all.

Our ad budget on FB is an easy choice and is the only method of adverts that have given us any sort of consistent return. Groupon can get people in the door as well, but then you need to convert them directly with strong sales. It's good, but hard.

Organic FB/Insta are also the best way for us to communicate with our members/community about events, specials and closures. People check these platforms all the time. I believe these work so well for us because of the visual aspect of our business. If we were more informational, perhaps email would be a better tool.

I fantasize about not using Facebook properties, but it would come at a tremendous cost to the business and our community.