1. Promotions.

Social media promotions draw in new users and returning customers alike, providing a new outlet for deals, sales, and the like. Making them exclusively available through social media drives traffic, which in turn generates buzz surrounding a brand. Just about everyone is on one platform or another--reach out to them and give them some value. The business it draws in generally results in return customers, too, so everyone benefits from a good social media promotion.

2. Customer service.

More companies have started using social media as a means of handling customer service, which is a win-win for customers and companies alike. Customers want easy access to companies, and companies want to solve problems as efficiently as possible. Twitter in particular has become a popular medium for managing comments and complaints, with countless companies embracing its simple and informal nature.

3. Reach unique audiences.

Reaching everyone is just about impossible, yet many see social media as an opportunity to do just that, which is problematic. Instead of trying to reach out to everyone, social media provides an opportunity to reach the right audience. Finding the perfect people to engage with works wonders for businesses, and reaching out to a specific group is more manageable than ever thanks to unique mediums like Snapchat and Pinterest. Anyone can post a Facebook status for their business, but adapting to the right audience can be absolutely invaluable. Aaron Fitzgerald, CEO and co-founder of Ncrease, explains that "businesses are often surprised at what they find when they begin to really use social media to connect with their customers' daily lives. We often see businesses uncover pockets of users they were previously unaware of just by joining the conversation. And there's a lot of value that comes from really knowing who they are and what they're saying. That's powerful."

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