Establishing a social presence for your business is no longer optional. Social has become the customer service line, a satisfaction meter, a fan club and your personal brand bulletin board.

Not surprisingly, a whopping 92 percent of marketers already know social media is really important for their business. But, given the time investment and emphasis placed on social in today's marketing world, who would have guessed 2 out of 3 of those same marketers think their Facebook efforts may be ineffective?

Well, that number will surely be changing soon — and no, your brand will not continue to scrutinize how much a like is worth or the reach of your post. You'll soon be measuring your success with real, hard social sales numbers.

Get the full scoop on Facebook and Twitter lobbying to be the next e-commerce giants and how this will change your social game big time. Yes, you heard that right. Facebook and Twitter are both jumping into the e-commerce game.

Gone are the days when a product would entice on Facebook, and clicking and traveling to another site to actually snag it were required. Too much hassle, too much click-jumping, and worst of all, a chance for you to lose the attention and product lust of your consumer.

Enter the Facebook and Twitter buy button. Yes, it's here finally. Brands have been advertising products for purchase on their site, so social is finally taking out the middle man.

How it works

Integrated sales mean you won't leave either of the social sites when making a purchase, which is way easier than the current system.

Twitter is already rolling out its buy button to a select group of U.S. users, which will continuously grow in the coming weeks. Keep your eyes peeled.

On Twitter, the buy button will appear right in your news feed alongside a product image. You'll click the buy button, get product details, enter shipping and payment info, and voila! you confirm and the product will be on its way to you.

Twitter is sure that its buy button will work for your business because they're going to masterfully deliver just the right product to just the right people by using data. Plus, when an influencer in your industry touts a product, Klout follows, which should mean a measurable jump in sales, too.

Most importantly, social e-commerce is poised to perform because our desire to connect with friends and brands alike on social has fused with our insatiable need for instant gratification. We don't just want to see the next hot product. We want it to be ours in a click, right there, right then.

What your business needs to know

You need to prove the value of social and know your tactics are working. Historically, the way to do this in business has been sales numbers.

But, keep in mind: Social will first and foremost still be your place to connect, to foster genuine conversations with fans and bond over a common interest. Adding e-commerce to the mix will be a way primarily to take social ads to the next level and prove they're working.

Keep your eye out for when Facebook rolls out this feature. And if you're selected to test the buy button on Twitter, take them up on the offer. See if this new approach appeals and aligns with your target demographic.

Be careful though: Don't let a focus on sales conversion trump your captive, conversation-driven community.