There are plenty of big businesses that spend all sorts of money on social media and other efforts to engage their customers.
Why do they do it? They have to.
Take this example. I bet that there are a lot of appliance superstores that are very busy with Labor Day weekend sales. These businesses are pumping out ads and Facebook messages and the like encouraging people to shop this weekend.
Remember Cagles Appliance is going to be closed till Tuesday Have a great Weekend
That's right. Cagles is closed on Labor Day itself, which is a refreshing thought. And they're closed on Sunday. And they're even closed today, Saturday.
And I bet that 99% of their customers are extremely happy about it. Cagles doesn't need to hire so-called "social media experts" to engage their customers. They just engage them. And when they're closed, Cagles customers don't think "This is terrible! I'm going somewhere else to shop!" Instead, they think "Hope they're having a great weekend! I'll see them next week."