I think i maybe didn't really word my example very well. I will try again.
What i was really meaning is that while there is the local potential available the size of the local market that you may be able to attract via social media like Twitter and Facebook, is going to be greatly dwarfed by the potential market outside your actual business area.
The comparison i would give may be something like Amazon's compared to a single location privately owned bookstore in a small town. I don't know if Amazon has anything to do with marketing via Twitter, however if they did, all they would really need to do is drive traffic to their website. Which is easy they have a global market and will pretty much sell their products to anyone. But when it comes to the bookstore in a small town, the same is not true, yes they may be able to build a small following of people from the town, however this is really an unknown quantity, and depending on how they are using say something like Twitter, could potentially end up with a whole lot of inquires that are well outside their target market. This is not to say that they could not deal with other people outside of the town that they are located in but this could create a much different burden to their business then it would to a company like Amazon.
The same could be said for a comparison between Dell and a local computer store.
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