Social media yields mixed results for small businesses

03/16/2010 | Wall Street Journal, The

While some small businesses swear by social-media marketing, others have been disappointed. "The hype right now exceeds the reality," says professor Larry Chiagouris of Pace University's Lubin School of Business. But others say that a consistent investment of time in social-media outreach pays dividends at the cash register. Still, according to one survey, 50% of small-business owners say social media is more work than anticipated.

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