Whether you are running a small, local operation, or heading a global, enterprise-level effort, the statistics above make it clear: Your customers are online. They are interacting in social channels with their friends, colleagues, and other brands in search of information, recommendations, and entertainment. If your company is not around to answer, a competitor will be. In doing so, your competitor will quite likely take away the customer at hand, along with anyone else listening.
There are tons of opportunities to add value—even to delight!—and making that connection can help build a person’s relationship with a company, brand, or representative. Those relationships create the foundation for what can eventually become one of your greatest marketing assets: customer advocacy.