Getting your share of voice with a strong radio advertising campaign still tops the effectiveness ratio for local business, topping other electronic media like TV, and easily outscores the aging print media. But the vey next two steps have changed- having a strong website is second, foloowed quickly by use of a Facebook fan page to promote local offers, contests, and interactivity with the local merchants Brand. Here's a great article about how Facebook is being adopted by local business around the country- some see great success, others do not.