In a blow to the idea of attracting local consumers via social media marketing, an article published by the Wall Street Journal has revealed that just 15 per cent of the average local companies’ Facebook fan base are actually based in the city where the company is located.

Social media advisors, Roost, made the findings in their Local Scorecards report.

It was also found, by tracking the number of ‘likes’ on the Facebook pages of 800 users, that businesses had an average of 344 fans.

Vice president of marketing for Roost, Chris Brubaker was more than a little surprised by the result.

He said: “We thought 50 per cent would be the number [for the local fan base] and when we got the 800 scores, we were stunned.”

Brubaker added that while any ‘like’ is positive, local businesses need to post more community-based content in order to attract the interest of local users.

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