Your customers are on social media. Regardless of what industry your company is in, your customers are using social media on a daily basis. You keep your company top-of-mind by creating a social community; and, when the customer is ready to make a purchase, they are already invested in your sales funnel.
Your company has a reputation on social media. People are talking about you on social media. Whether it is a recommendation or a review, your company is out there and needs representation from the brand itself. Social media can be used to promote advocacy, curate positive remarks and mitigate the negative reviews.
Your company is being searched for. Whether you are a service provider or your company sells products, you can bet that there are people looking for them. Having a good social media representation allows you to control what they first see when this search occurs.