Social media is where consumers today are going to explore a company's offerings. Furthermore, Retail TouchPoints found that 76% of US consumers purchased a product they saw in a brand's social media post. Beyond increasing brand awareness, social media is where businesses can engage and nurture their relationships with their customers.
The value of this interaction is not lost on Google: as of October 2023, Google provides businesses an option to add social media links to their Google Business Profiles.