The role of social media in business marketing planning has taken a centre stage and acts as a primary sales channel for businesses in the current business environment. Here are some reasons for not ignoring social media for your business: a) It helps to create a human connection with the brand, thus helping to humanize your brand b) It establishes your brand as a thought leader and stay top of the mind of users c) It generate leads and boost sales for growth d) It helps in reputation management for businesses and crisis communication e) It helps in performing competitor analysis and gauge brand sentiment f) It helps to learn more about customers and their buying behaviour