Ensure your business is visible across multiple social media platforms.
It's important to make your customers feel welcome & make it obvious to them that you are there to listen to their problems & help them solve it. Social media enables transparency between you & the public and is a fantastic medium to leverage on happy customers.
If you're doing a good enough job, you're making people happy. Wherever possible get your happy customers to give you a testimonial on Facebook so that other people can see for themselves that your solving problems.
Just as important are the SEO benefits of social media engagement. Search engines thrive on social activity & any backlinks to your website will earn the all important "link-juice" that search algorithms work their results pages on.
Businesses shoud not ignore social media.
There are numerous advantages in integrating your online presence with social media.
Social media channels such as Facebook are so feature packed & easy to use that it's tempting for some people to build their entire online asset (website) as a Facebook page. DON'T DO THAT!!
Too often in Internet Marketing we have seen web pages slapped for one reason or another. The important thing to remember with social media pages is that you don't own the page- the social media company does! That means they have the power to do whatever they see fit with the page & all of it's content. The pages are controlled with complex algorithms and sometimes things happen that result in the removal or disruption of it, and there's nothing that anyone can do about it.
Think of a website as a race track, and each page on the website is a race car. You're much better off owning the race course so that you have full control of the race cars on it. Facebook own all the pages on facebook.com, the content is theirs. Save your best content for the web assets that YOU own.