Almost every social network has a mobile application for people on the go. 10% of all web traffic is accounted for on mobile devices such as the huge variety of phones including I-Phones and smart phones, Androids and I Pads. This means that when people are out and about and looking for information on a business, they are just as likely to use a social network to look for you as they are a search engine.
This increased access to social media is what makes social media campaigns more important than ever for businesses of any size. Just under 50% of SMEs (Small and Medium Enterprises) have a Facebook page, and if you're of the 50% that don't, you're missing an easy trick. People are able to use social media to find you, 'like' you and follow your group when they're on the move, and they're also able to 'check in' at your business, practically pinpointing you on the map.
Social media is just as popular as TV and even more accessible. By using it you are reaching people when they're out and about in a cost effective and up to date way. You are also increasing your chances of a higher ranking on search engines by creating 'social signals' taken into account by most search engines. Set yourself up to get social and reach people wherever they are.