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Social Media is a great way to brand the company because it makes efficient use of small budgets with the ability to hyper-target your content to those that fit your typical demo profile. On top of getting brand impressions, there will be a direct marketing channel build with a percentage of users who decide to engage with your content.
Building up a following can provide you a sample for social listening. Ask your followers questions to get insight into what is most important to them.
Social Media provides you credibility as well. a business who utilizes social media will perform better than one that doesn’t, and one that utilizes social media regularly, will perform better than one who utilizes it, but not much.