Social media has always been an integral part of reputation management but its true power and reach were never fully realized until recently. Without a lively social media presence, a corporation will likely fall behind its competitors. B2C has always been one step ahead in terms of the adoption and development of new technologies and B2B tends to lag. This is especially true when it comes to the global success of social media platforms such as Facebook, Instagram, Twitter, Snapchat, Yelp, YouTube, Pinterest, etc. The percentage of the U.S. population currently using social media has seen exponential growth since 2008 when only 24% of the population used some sort of social media. In 2017, that figure rose to 81%, resulting in a 237% increase.

A company needs to be active on their social media platforms so that they can tap into the overwhelming market of daily active users to increase and nurture their following. A company that puts itself in front of its target audience on social media will have a competitive advantage that will result in the growth of new business opportunities.