Brands must be on social media because consumers seek brand and product information.  But surprisingly (or not), consumers feel that brands over communicate on social:

• 61% of consumers follow brands on YouTube (61%) for learning more about products and services. So go ahead, don’t be shy, a video on your blog will drive engagement.
• 25% of consumers want to be part of a community – true across all social media included in the research (Facebook, twitter, interest, youtube, instagram).
• 35-57% of consumers follow brands to keep up with activities, with Twitter coming out as the leader.  Expect both positive and negative customer feedback.