Engagement leads to conversions and better SEO
Beyond customer service, the public social media platform presents an occasion to nurture the overall public company image, as well as the images of individuals. In addition to customer service inquiries, many posts and mentions are applause. Customers also love to be noticed by a brand they admire. Positive feedback will keep them interested in engaging.
If someone tweets at a brand that she loves their new product, a simple, "We're glad you love it!" is enough to make her want to come back at another point. "Thank you" goes a long way, too, and it's easy as pie to give a shout out to thank fans and followers.
Customers who feel appreciated will definitely revisit. Frequent visits and conversations lead to more sales. Part of this is due to the nurturing. But also, when someone engages with a brand regularly, they are more likely to be privy to new products or deals that are available, subsequently making more purchases.
More conversation also means more consumer-generated content, which will bolster search results. This is particularly helpful when the content is published by brand advocates.