An engaged community that consists of your target audience has an emotional connection to your business. Vanity Metrics such as followers, likes, and comments are only a piece of the puzzle.
What's important is not how many likes and comments your post gets, but the quality of them. Who are these people that follow you on social media? Are they raving customers who refer your business to family and friends, or are they random non-engaged people that saw you on there recommended people to follow?
Engaging with your audience is absolutely necessary and will skyrocket the lifetime value of your customers.
The other half: Engaging with your audience. Consumers want to feel a personal connection with businesses- faceless companies are drowned out by the winners. Who are the winners on social media? The people who care about the people who engage with their page. We strive to give every single comment, message and beyond the personal attention in order to fulfill that person's needs. Every engagement matters, because word of mouth spreads.