Social media is a powerful communication channel. Social media is a space or platform where users look for entertainment, gather information, news, and other relevant content.
Social media is an interactive platform, so it makes the company/brand show their human side, the emotional component, which is difficult to show in other mediums. This triggers a vast and different type of customer response, this engagement and loyalty increase customer retention.
Social media is an open dialog window. When a company or brand is willing to listen, this can facilitate the rapprochement between the company and the customer. This improves the brand image for the targeted audience, and they place it as a preferred option.