When social media sites like Facebook and Twitter first started out, they were used mostly for members to keep in touch with family and friends. However, these platforms have evolved, and they are being utilized to not only connect with others, but to browse for information about retailers and even purchase products from businesses.

Recent research from the Advertising Research Foundation (ARF) found that 22 percent of consumers stated that in the month of December, social media played a significant role in their final retail purchasing decisions. In addition, approximately one-third of respondents said that social sites have influenced their opinions of brands and/or products. Many customers also stated that these platforms have introduced them to retailers they were unfamiliar with, highlighting the importance of these networks in showcasing their merchandise to target audiences.

Voice & Data writes that many brands are beginning to use social media to gather feedback from customers, whether about the price and quality of their products or shoppers’ experiences in stores and on websites. Companies are also using their social pages to share videos, blogs and other content that helps boost their reputations within their industry.