When the good folks at Andy's Family Music Center asked me to do some newspaper ads for them, I advised them against it. The cost of placing the ads with enough frequency was, in my opinion, not worth the investment.
They had a Facebook page with very little activity other than announcing sales. I took over community management and put up posts that sparked engagement including conversation-starters such as Andy's Top 5 which invited fans to rank musicians in various categories. In addition, I created a video series featuring some of their top students and incentivized sharing (by parents) with free lessons.
Page Likes increased. But more important, reach and engagement increased. And a genuine brand voice with a personal touch was established.