Facebook is a tool that can help you interact with your customers and attract new ones. To ignore this tool is the same as ignoring any other tool available to you, such as networking,direct mail or special promotions. When trying to promote your business, it's best to make use of every tool available. At the very least, it's a good idea to test it to see whether it produces results.
Facebook improves customer service in your business. You can encourage your customers to contact you through Facebook and let you know about any problems they have with their order or with the products they have purchased. This will give you an extra opportunity to resolve the issue to the customer's satisfaction so that you end up with a happy customer who will tell others about your business.