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Cost alone shouldn't be the reason a business uses SMO. One of the most visible investments could be the return for this cost, also referred to as return (ROI). There is no reason to pay a cent on the method that doesn't generate a considerable return. Small businesses have small budgets, making ROI even more important. A properly planned and well-executed SMO plan provides better sales than many other Web techniques, due to its targeted approach.
Sadly, Facebook only provides for fans to become "updated" about the event (this goes with an update section that is almost unnoticeable by users). To actually send an invite where fans are notified from the announcement on their personal profile it mush originate from a personal account. This requires the event creator to be friends with everyone which they desire to invite to the event (though case remains to be shareable to everyone, so long as the event settings are set that way).
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