The great value of customer experience is one of the main reasons for call centers, after all. And considering that the call center and telemarketing industry in the US is worth $23 billion, you can already see just how important customer experience is to businesses.
Engagement on social media is the number one measure of success for marketers. This is fundamentally why those that chase follower numbers fall short of getting a good return on their investment. Social media is a powerful marketing tool if you take advantage of its potential.