For years, small business owners have been encouraged to adopt social media strategies as a way of engaging their customers after they leave the store. And they listened: 90% of small business owners in the U.S. are active on social media, and many consider social media the easiest and most cost-effective way to have an online presence.

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But recently customer engagement rates on Facebook and Twitter have declined to the point where only paid promoted posts can create meaningful results. Here’s a look at why, and what small business owners should do instead.

Click here to read the whole story at Fast Company: How Facebook is Failing Local Businesses