With a small local business, social media gives an audience. If you're selling anything visually captivating, it performs well in these spaces. We sell cut flowers on the side, so…
I don't ask these questions out of support of Instagram or Facebook, but I stop in there regularly because I don't know to learn a little bit about the greater community around me. My life is busy enough with work/family.
The cost of all this is being exposed to a lot of attention bait and I honestly don't like how I feel using it sometimes. But we've built up the social media ecosystem as a pillar of society at this point.