There are many reasons why having fully functioning, well maintained social networking accounts on credible sites such as Facebook, Twitter or Google Plus are important. One reason is that when trying to improve a customer base it allows other people to like/share your page, which starts off a cycle whereby their friends see they’ve liked it and so on until the page is highly populated. Regular posting of interesting and relevant material and tweeting using popular hash tags is good as it means that users will remain interested and encourage them to tell others about your pages.
Google Plus is a fantastic social media site in the sense that it can be linked with your Google Merchant account, so you can link people to the online store, you can also invite other businesses in the local area to like the page, and these may read about what your company does and become interested in acquiring your services. E.g. a marketing company may post onto their Google Plus account, then another business that are looking to market research a product may see their company on the site and may be interested in acquiring their services.
Liking and Sharing on Facebook is very important. With over half the world having a Facebook account, the more people that like and share your page on Facebook, the wider your audience will become and the greater the chance will become that your company will be open to more interested parties, which obviously means more custom for the business. Facebook is a great site because creating a page is completely free, so you will receive more publicity at minimal, if any cost. Obviously you have to post regularly to gain the likes and put the time and effort into creating and monitoring the posts on the page.
Another reason why social media integration is important is because it allows you to keep a recognisable and sociable approach between you and your customers. If your customers know that you care about what they think/feel about your business and as long as you provide a good service outside the social network, then the reviews they give on your pages will give you more credibility as a company. The better the reviews you get on the sites are, the greater the chance of obtaining more custom. For example a site that does not integrate through the web will only have a local, small customer base. Yet compared to a site which does operate on social media. They could be globally listed on the web and have a worldwide customer base, even if they are only a small company, via social media they could gain a massive customer fan base.
All in all, having social media is a massive boost to you and your company. As long as you keep your customers happy offline, then the online results on social media sites should have a massively positive impact on your company’s reputation.