But anyone still sceptical about its power should take a look at the example of Wales Air Ambulance, which harnessed Twitter and Facebook to land a £5,000 prize that will help save the lives of babies across Wales.
Throughout June, Nationwide building society asked the public to vote for one of three worthy charities as part of its The Big Local campaign.
As one of the three selected charities, Wales Air Ambulance hit its social media channels to call for support.
And after a late surge in votes, the air ambulance finished top of the poll, soaring to the £5,000 prize.
Thanks to its loyal army of voters, the lifesaving charity can now purchase Baby Batons – an innovative piece of equipment that can clear an infant’s airway in seconds, helping the ambulance crew treat the 400 children it cares for each year.
Christina Rankin-Moore, public relations manager for Wales Air Ambulance, said: “When we were shortlisted in Nationwide’s Big Local competition, we knew that timing was a big factor in gaining votes via social media.
“We trickled the message across our platforms gradually, before a final push in the last week, shifting us from 38% to 58% of the vote.
“We adapted our message according to the site we were on, avoided over-saturation with a schedule and generated buzz in the final countdown.
“It was a really rewarding experience engaging with our supporters in this way; a lot of people said they enjoyed taking part and spreading the word.”
In today’s competitive market, communicating with your customers and clients has never been more important, and reaching out through social media is a quick, efficient and convenient way to ensure your voice is heard.