Social Media is a social instrument of communication.
Regular media is a one-way street, whereby the customer receives the communication but is unable to give their thoughts on the matter.
However social media is a two way street that gives the customer the ability to communicate to you directly and vice versa.
Social Media has also opened the doors for your customers to talk to their friends about you in a open platform and their friends talk to their friends and so on. We all know that word of mouth is the most potent form of advertising and it has been for a long time, that is not new, but what is new is the way your customers are doing it now. FACEBOOK, TWITTER, BLOGGING, MYSPACE etc etc, has provided everyone a porthole for people to interact with each other online, being it about your product, service or your competitors.
Wouldn't you want your company's name to be the topic of conversation amongst friends on Facebook?
Or simply provide a service to your customers for ease of communication via Social Media.
Your customers are using social media, are you?