Social media plays a vital role in networking and communicating with your customer base. Creating a voice for your company is vital to your brand image and development. Whether or not, you are currently using social media as part of your communication strategy, your customers see social media platforms as a way to directly communicate with your business.
Most social network platforms have different ways to connect content with their subject matter. Your customers may not connect directly to you, but they could be using hashtags and geotagging that bridges their content to your business.
Your customer base is more than likely talking about you. It is up to you to make sure you are listening.