5-7 years ago only major corporations had the technology to reach and communicate with their target audiences. In today's world Social Media platforms like Facebook provide small businesses with the opportunity to communicate directly with the customer.
Engagement
Positive engagement with the customer base can really lead to improved reputation. Social allows brands and user to interact freely and quickly.
Branding
With every profile being unique, businesses can give brands a personality on social networks. How they interact, the look and feel of the profile, all encompass the general characteristics of the brand. For many businesses your social profile may be more important than your website.
Mobile
Everything on a mobile device can be shared with any social network, take that into perspective. Your website most likely will be viewed through a mobile device, be sure it is compatible and offers the viewer a positive experience.