Your potential customers will often gauge whether your company is a viable option based on the presence of a social media profile or profiles on Facebook, Twitter, Pinterest, or Instagram. They also seek “social proof” (i.e. if others “like” or “follow” your social profiles). In the absence of a social media presence, many will assume your company is out of business or unpopular with customers or clients. For these reasons, it is a necessity, rather than an option, to create and to maintain a brand presence on social media.