You hear it all the time and you probably think it’s hyperbole. Sure, you have business pages on a few social media platforms, but you’re sure your business could survive without them. As a result, maybe you don’t bother updating often or with relevant, engaging content. Big mistake, friend. Huge.

It’s easy to convince yourself that your customers don’t care because they never like, comment, share, or retweet anything. It’s easy to think that the problem is with them. It’s easy to come to the conclusion that social media isn’t important for you business or company, anyway – but it is.

Your customers are on social media whether you realize it or not – maybe they simply aren’t engaging with you. Besides, even if you’re positive that your target market doesn’t care about your presence on Facebook, Twitter, or Instagram, here’s a piece of news that might interest you: your competitors are on social media. If your consumers aren’t engaging with you, maybe they’re engaging with them.

At the end of the day, it comes down to this: it doesn’t matter if you, yourself, dislike social media. If that’s the case, don’t have profiles for yourself, personally. Professionally, however, ignoring the fundamental importance of social media as it pertains to your business almost guarantees that you won’t be as successful as you could be.

Even if you have to hire someone to do it for you, make sure your social media is active. Reach out to the people who follow you. Share news and information about your business. In many cases, this is your one shot to reach certain demographics. Don’t waste it.