How does social media improve the branding of a business?

Businesses are into the Internet nowadays. Aside from doing customer service work, how can social networking sites help companies improve their brand?

Please try searching the forums before asking such a general question, as this issue has been discussed many times before.

After you’ve done some reading, if you still have a specific question, or there is a particular aspect that you wish to discuss, then by all means post again.

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