Social marketing works because ultimately, people are social creatures who like to talk to each other, share their lifestyle adventures and have their voice heard. Social marketing allows this interaction between business and consumers and it is virtually the only way it can occur.
It is pretty well impossible for an individual to phone or email a company and get a person who knows what they are talking about and can tell them what they need to know. And with many businesses outsourcing their enquiry department it is often very difficult to understand the accent of the person who answers the phone. And since so many people spend a lot of time on social media or online surfing, it is simply a great way to interact with them.
Social marketing also works because you have control over your time. You can schedule a certain amount of time per day to answer queries or to check out what people are saying, rather than being caught at a busy time on the phone or during a business meeting. It gives you more time to formulate a reply to questions when you can read what is written and think about the answer before typing it in. So in effect, it makes you more efficient and productive to go through social media for marketing.