Picture this: a customer orders a product from your business and expects it be delivered within a few days. When the delivery doesn’t arrive, she panics. She reached for her phone to place the order, to track the order, and now she’s reaching for it again to inquire to your brand about the delay. She has a few choices. She can call your company. But what’s the number? She’d have to look it up. She can email your company, but to what address? She’d have to look that up, too. Or, she can simply open her favorite social media app, search for your company name, and send her question directly to you within minutes…or less.