Facebook has surpassed 1.2 billion users of their Messenger interface, and there have been more than a billion messages between consumers and business each month. This means that conversing directly with your customers is both highly likely, and often necessary to retain your customers and attract prospects. Meanwhile, Twitter has more than 100M daily active users, and 85% of small and medium businesses use Twitter to manage their customer service. Direct conversations in both these social media channels deepen the emotional connection your customers which then turns them into authentic fans which expands viral word-of-mouth promotions – impacting your bottom line.