You can obtain customer insights and deliver better customer service, whilst increasing the reputation and trust in your brand. It's also great for promoting content and driving web traffic to your site. It can be quite daunting to begin with, but you can start up and maintain a few accounts fairly easily.Research and follow Twitter/Facebook business users that could be beneficial to your business, and build a network of interesting and useful connections to engage with. Social media should be about connecting with real people. At most, 10% of tweets should be automated – the rest should be manual. Automating everything doesn't build relationships, and is the equivalent of handing out a hundred business cards in five minutes.You should be posting out interesting content that represents the real life personality of your company. You should aim to post on Twitter two or three times a day, and on Facebook, LinkedIn and Instagram most days. Don't worry if you miss a post in your schedule – it's much more important to post something meaningful rather than any old rubbish just to get a tweet or post out.It's also good to reply to other people's tweets or comment on their posts, as this engagement demonstrates that you value their output, and it can often lead to some valuable conversations.If your business isn't active on social media, make it a priority and you should start to see the benefits.