Social media provides a 3:1 return according to research carried about the Internet Advertising Bureau. This literally means for every £1 your company receives £3 back. I believe this applies much to consumer brands than B2B companies and i also believe you need to make it easy for customers to actually get in touch to either buy or promote your products. Kristin Brewe, the IAB’s director of marketing and communications and chair of the Social Media Council said: “Social media is the only channel where it’s possible for brands and consumers to have meaningful two-way conversations, making the strength of connections that much stronger.” On top of this consumers are expecting to see brands on social channels and engaging in a positive way, showing value rather than pushing them selves on you. Conversations should be had in a fun non corporate way, so start off by researching competitors and find out what they are doing. Then if your really keen create an Audit to see where you need to improve, where your customers are and if there is any risk analysis needed. We recently had a client run a social audit to build their social strategy around because an internet troll was threatening them and their staff.