Most businesses these days have social media, whether it is a Facebook page, Twitter account, Instagram or all three. In order to maintain loyalty from their customers they must provide a space where customers can provide feedback on their products and services. Another way to maintain customer loaylty is providing customers with convenience. The customer shouldn't have to work as hard as the company. It is the company's job to work harder to give the customer what he or she needs.
Best Western is a hotel company that provides customers with convenience through their Facebook page. They allow them to book rooms through Facebook and also do the same on their smartphones. By doing this Best Western is thinking about the lifestyle of their customers. Not eveyryone will have access to a computer when they need to book a room right away, so this makes it easier for them to do so. This also and almost always produces engagement on social media, which is something that many business and their competitors need to mass communicate to their target audiences and drive sales.
Engagement means customers writing on walls, liking pictures and sharing posts, but also the company being able to respond in a timely manner to questions and sometimes comments. Beverage company Arizona has done this by offering customers to deign their 20th anniversary can. This shows they are trusting their customers, which works vice versa for their customers to trust them.
In the world of mass communication and business, it is extremely important to maintain positive relationships with customers and continuing to respond to them, so that they keep coming back. Many companies are not using social media, but many are at the same time. It isn't a matter of just having the social media, but it is a matter of how actively engaging their sites are that will give them the results they want against their competitors.