I'm familiar with this space and I think the biggest benefit is providing 'social proof' to new websites / startups / brands. I know from my own experience whe

I'm familiar with this space and I think the biggest benefit is providing 'social proof' to new websites / startups / brands. I know from my own experience when doing research on a company - whether it's a prospective client, vendor or competitor, I'll click through to their social properties to gauge their traction. I definitely look at their engagement ratios to determine whether their social following is organic or fake, but I think typical consumers miss this.