Perhaps the greatest value of social media marketing is your ability to foster and engage with a community of other people. That engagement is at the heart of social media, and without it, you're left with a megaphone and no one to hear you. You have the opportunity to interact with customers from all over the world—including those who are right down the street—on a huge scale. If a current or prospective customer has something to say to you or about you, you now have the ability to respond immediately. Good design is key to social engagement.