This is the way of the world, the way things are changing and society as a whole is changing. Society is changing especially the way we communicate amongst each other. Companies have to reach their audience in the most effective way possible, in order to get their message across or out there. Social media is one of the newest vehicles or platforms for reaching and targeting your audience. You have to evolve with the time and technology of present day. For some people in your business audience, social media is the only avenue to which they are (or choose to be) exposed. Therefore, you always have to change with technology and change how you--and all of us--communicate as a people.
Social media is important for keeping up with the overall feel and process of general conversation about a specific brand. Companies can also keep track how their communication is doing.
Social media has a lot of different purposes, from broadcasting news and information, to answering customer questions and engaging with a community, to providing customer service in general. Communicating by social media also spreads awareness of new products to potential customers and helps them to possibly become more loyal to your brand.
Social vehicles are a sign of a company’s dedication to their brand and the customers they have. Customers recognize this and expect to see this type of advertising. Even though a company may not engage a consumer right away, the point is that the consumer is still watching and paying attention.
Also, social media gives companies some knowledge on what brands consumers like and what motivates those consumers to take time away from their busy schedules. Consumers know this and therefore have more respect for companies that encourage feedback and respond at a busy time.
More on this topic at http://www.socialmediaexaminer.com/social-media-research-shows-what-people-expect-from-brands/