With competition continuously increasing, brand loyalty and customers’ perceptions of your company play an important role during the buying process, which is why an organic social media presence is vital. Online reviews written by other consumers are trusted by 79% of people, just as much as recommendations from their personal contacts. In addition, what their friends share on social media also makes an impact on their decisions with 81% admitting to being influenced by what their friends share. With customer reviews and perceptions being so important to consumers, you must be able to connect with them. By bringing authenticity to your platforms, you can establish relationships with your followers while you both learn more about each other.