People love to share their opinions. The most likely audience is their friends. Social media makes it easier to share opinions with your friends. People love to share their opinions (reviews) about things they buy. Surprisingly, most of the reviews are positive. Their friends are 3 times more likely to trust their friend's review than a professional reviewer. Can you imagine how little trust they put in an ad? To win consumer loyalty all you need to do is please your fans and hope they spread the word about your fantastic product. You need to listen to that word being spread and find ways to improve your already fantastic product to win even more fans. This is the point of any business success anyway, isn't it? Social Media just makes it so much easier for a business owner to succeed. If you are not completely convinced yet, look at some hard data based on research of such firms as Manage Smarter, eMarketer, MarketingSherpa and others.