For consumer-facing companies for whom new media truly is new, building a presence on social networks can be fraught with anxiety. And, the results of a recent study will only add to that tension. According to a Knowledge Networks survey “How People Use^® Social Media,” only five percent of social media users turn to these sites for guidance on purchase decisions.

Ouch! With results like that, a social media presence may suddenly seem irrational. But, before you reach for the phone to cancel any campaigns, take a breath and remember—there is more to a social media strategy than influencing purchase behaviors.

A robust social media presence can offer consumers another touch point for interacting with your brand in ways they otherwise wouldn’t. According to our 2008 Business in Social Media Study, when asked about specific types of interactions, Americans who use social media believe:

• Companies should use social networks to solve my problems (43%)
• Companies should solicit feedback on their products and services (41%)
• Companies should develop new ways for consumers to interact with their brand (37%)

Just last week, clothing retailer Old Navy learned of growing consumer discontent with its coupon offerings by monitoring blog conversations. By doing so, Gap Inc., Old Navy’s parent company, was able to stem the flow of negative comments by altering its policy.

And this situation isn’t unique. Marketers are increasingly realizing the customer service—and ultimately crisis prevention—potential of social media. As a recent Brandweek article explains, “Consumers also expect marketers to respond quickly no matter the issue.” As a result, many companies are establishing a presence on Twitter to provide consumers with an instant point of contact, allowing them to circumvent traditional customer-service hotlines.

It’s true. Consumers may not be turning to your Facebook or Twitter pages looking for purchasing advice. But, by just being there you’re providing opportunities to engage with your brand and maybe even make a lasting impression. And that might be just the push they need the next time they’re faced with a purchase decision.