A social media presence is a must for organizations. Social advertising can be very profitable and increases brand awareness. However, an effective presence is an active one.
Part of the appeal of a business' social networking page is the ability to give instant feedback via a wall post or a re-tweet. Organizations are missing out on the full range of this channel's functions if they do not take advantage of this real-time conversation with their target audience. Discussions with a company through social channels are a great opportunity to demonstrate a brand identity.
By having real interaction with customers on all social media channels, a brand can build a good rapport with clients and sometimes even gain widespread recognition. According to Search Engine Watch, a major brand recently announced that it would be altering the ingredients of its product, and within days their customer base had responded on social media. The brand listened to its customers' complaints and suggestions and ended up reversing its decision, earning positive press. This is just one lesson any business can learn about the value of interacting with buyers on social media platforms.