A successful business knows and interacts with its customer base. That may mean you have lots of face to face time with customers in a brick-and-mortar store front, but in our age of digital relationships, it also means you need to be interacting with your customers online. This happens by building a strong brand, having a stellar website, and through your presence on social media. Your business should enjoy social media, embrace it, and view it as a valuable (and free!!) marketing tool.