Yesterday I claimed marketing using a Twitter account or Facebook Brand Page is Dead.
This is true. But this doesn't mean to not have a Twitter account or Facebook page and be active with them. They have value. And while they won't drive your sales growth, they will impact your business. A Fan and a Follower is not someone who is anything more than a passive customer. Don't count everyone as a champion of your brand. But the people who talk with you can become brand champions.
So here are some reasons to not only have these accounts but to actively manage them.
1] Customer Service - people know phone calls and emails for simple things are dead. They won't go to your site and fill out a form. They are just going to tweet or post on your page that you blew it, or suck or they are pissed. This is a chance to fix things and make them feel you care. Twitter should be fairly quick response. Facebook people will give you some time.
2] Community Building - don't give this short thrift here. You can create a brand army by actively engaging and grooming customers. These people will have your back. They will eagerly promote your brand to friends. Our Chief Alien is part of Chobani Yogurt's Army. He regularly converts people in the supermarket dairy section without pay (well there has been a few free cups of Cho but no cash!).
3] Sharing happens - Who cares if only 1% of your fans see your posts or tweets and only 0.1% respond in some way. Every time a fan or follower does respond people in their networks have a chance of seeing this person identified with your brand. This will help you slowly gain more fans and followers. While sharing per person is very low with most twitter accounts barely used and Facebook users barely clicking Like or Commenting. Why not take what you do get and view it with value.
As you can see there is value to being present on Twitter and Facebook. They help give your brand a human face. And yes you can still pitch and promote things, you just can't reach most of your customers that way,