"While 81 percent of small businesses see the value of using social media as a business tool, just 25 percent spend 6-10 hours per week on social media, and 14 percent don’t separate personal and professional updates on these channels."- infographic via Sage UK
Local businesses in big cities are declining at a accelerated rate. Old methods of marketing such as email, ads in local papers, and door hangers are becoming obsolete. The fact is, a large percentage of those fancy business cards and flyers end up in the trash the minute you leave. They're low-end advertising, but they still cost money, and brochures can be quite pricey.
What you should do is start a facebook page or twitter account to create a brand community with your target audience.
However these social media platforms take time to produce returns. Still small businesses fail to keep their pages updated. Yet they are the most cost effective way to build a relationship with costumers. It can be a fun way to let your costumers know your personality and what's going on in your business.