Brands need to be present wherever audiences invest their time and attention. Increasingly, that means social media. U.S. audiences spend a half-hour to three hours daily on social media. Social media is one of the largest time buckets on mobile.
Brands and businesses that are invisible on social media will miss a chance at engagement that their competitors might seize. More importantly, there are already well-known cases of brands that successfully revitalized their images or launched themselves thanks to social media wins. The benefits to a successful social media brand presence are significant, even if the route to get there isn't clear-cut.
The first step is choosing the right platforms to invest time and resources in. Which platforms to be on is a crucial question, even for the most deep-pocketed brands.