Most business owners and marketers have heard the refrain that social media is important. While this is certainly true, we sometimes don’t think about why social media is so valuable.

Things like brand awareness, website traffic, and fan engagement are a good start, but they don’t cover what makes social media marketing important.

Social media — or more accurately, the content that is easy to spread via social media — has the ability to make people act in very specific ways that are positive to business owners. A recent report from Deloitte shows how social media affects consumer behavior.

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