Hooray! People actually want businesses on social media.

I think we can all agree that social media is a rapidly growing field with endless potential and revolutionary implications for blah blah blah.

That’s all fine and good. But here’s a tough question that marketing guys like me never want to ask: Do people want us here? Or are we just doing what the ad industry has always done best — shoving our nose into everything, heedless of invitation.

Well, good news, everyone. Social media users don’t just tolerate businesses getting involved; they actually want to see companies wading into the fray and having conversations.

According to the 2008 Cone Busienss in Social Media Study, about 60 percent of Americans now use social media.

Among those active social media users, the report found:

• 93% believe a company should have a presence in social media
• 85% think a company should interact with customers via social media
• 43% say companies should use social media to solve customers’ problems (ie, customer service and tech support)
• 41% want companies to solicit feedback from customers on products and services
• 37% think companies should develop new ways to interact with their brand

But here’s a stat that might be more cautionary than encouraging:

• 25% want companies to market to consumers through social media

That means that when your business ventures out into social media in hopes of making a sales pitch, you should be ready for 75% of your audience to be unreceptive.

That’s not to say you can’t or shouldn’t be using social sites to rack up sales. You just can’t treat it like an advertising or PR blitz. Show them your product, ask for their feedback, and be willing to respond.

Then you won’t just be tolerated. You’ll be appreciated.