You’re right that using a few hashtags isn’t enough & most are wasting their time, but there are plenty of small businesses that crush it on social media.
AND Facebook’s targeting capabilities actually enable SMBs to get a return on ad spend that traditional media cannot offer.
Like your new product though. The Groupon business model works well for certain types of SMBs, and is great because it’s directly measurable.
Social marketing is a more “top of the funnel” but Brand Advertising exists because it is effective.