When brands talk about social, it's mostly from a communications and marketing perspective. Which posts translate into the most likes? How much content should you create to meet your engagement metrics? Are you visible on all the right channels?
But social offers way more possibilities than ticking off some KPIs in your marketing budget (although those matters too!). Social media has grown to become a massive ecosystem where all of your existing and prospective customers hang out and talk about their interests and concerns, giving you a ton of opportunities to make sure your brand is delivering exactly what the market needs.