for brands and businesses
A brand does not require middle men for communications. No need to adjust to any formats, as is the case in any other media, there is no censorship.
The message is instantly delivered to the consumers, which allows for rapid reaction to new information, and also for scaling advertisement campaign, verifying hypotheses on parts of audience.
Regardless of brand's having any official pages on social networks or not, users still discuss it with each other and share their opinions. A very important aspect of brand's management on social networks is identifying those moods and reaction to them if needed.
Increasing loyalty + recognition
Ability to keep in contact with exsiting and potential consumers in the long-run by offering new and improving current loyalty programmes.