Businesses engaging with customers on social media is a great way to provide customer service. These studies have found that people respond positively to one-on-one customer engagement. This kind of intimacy breeds brand loyalty, and helps cultivate a customer experience that consumers are not likely to soon forget. This relationship is even more valuable when you consider that, according to a CrowdTwist study, 43.5% of millennials use social media to talk about products, brand, and services.