Why does every local shop think a Facebook page is enough?

Took a drive out to El Paso last week to check out a new taco joint that had great Yelp reviews. The food was solid, but when I asked the owner about their email list or even a simple Google Maps setup, he shrugged and said they just post photos on Facebook. Three years ago I would've let it slide, but now it's getting painful watching places lose out on search traffic because they won't spend 30 minutes on a basic listing. How do you convince a busy owner that a Facebook page alone doesn't show up when someone searches 'tacos near me'?

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