Answer: Because loyal and engaged customers directly impact your bottom line.
Whatever the size of your organization, whatever it is that you do, your business is already being affected by social media. The new buying behavior of people today is growing with seemingly unstoppable momentum. Businesses that embrace the customers preferences will thrive, and those that are resistant will fail.
The real winners in social media will be the companies that proactively educated themselves about social media and create strategies to participate in the right online places, in the right way. As your companies' engagement efforts mature, expect an advantage over your competitors, and a surge in market share.