A report filed by DEI Worldwide called, “The Impact of Social Media on Purchasing Behavior tells us that 70% of consumers consult Social Media Websites when searching for information on a product or service. That is the number one source ranking ahead of Company Websites (68%). The reason for this is obvious. Because of the endless supply of communication outlets available, it is no longer acceptable to take a number, be batch processed, or be put on hold. Customers want a place to rant and rave right here, right now.

That sounds like bad news if you’ve been off the planet for the last year and a half. But companies shouldn’t panic. All they have to do is join the conversation. According to DEI, “Companies not engaging in social media as part on their on-line marketing strategy are missing an opportunity to reach consumers.” The report says that talking to a brand representative online sends a powerful and positive message. Sixty-seven percent said they are likely to pass information from brand representatives on to others.

Maybe it’s the tail wagging the dog, but Social Media outlets enable both the customer service challenge and the solution. It’s this simple: customers require direct, individual one-on-one attention or they are going somewhere else and will bring their friends with them. Being comfortable enough in your own skin to engage these consumers online, immediately closes the loop on an individual basis and provides invaluable word of mouth that your newfound friend will text, tweet or telephone with others.