You’ve seen it before — countless times probably — the banal phrases: “Visit us on Facebook” or “Friend us on Twitter.”

These days, marketing should run hand-in-hand with a strong social media presence. But having a profile on Facebook or sending tweets on Twitter are table stakes, not (as we see over and over again) the closing exclamation point for a television commercial or a radio spot.

Consider this: The most vital brands – Apple, Amazon and Nike – never advertise their existence on Facebook. It’s a given that Amazon has a group page on Facebook and that Nike is sending out frequent tweets on Twitter. As consumers in an evolving marketplace, we should assume this and companies should act accordingly.

Brian Stelter, a media reporter for The New York Times, who was highlighted in Page One, a documentary on the changing landscape of the newspaper industry, provided interesting insight on this topic.

“Twitter makes us faster and smarter,” Stelter said in a recent interview. “It doesn’t change my day, but it probably changes how aware I am of the news. It makes me respond to the news faster.”

While this blog isn’t about focusing on the positive facets of Twitter and Facebook, it is about reminding companies that using these social media tools isn’t “big news.” Stelter reaffirms the necessity of these social media avenues for businesses.

Having a social media presence is an intangible for businesses, but sharing that you have it is not a means to steal market share.

Just as banks offer free checking, or fast food restaurants offer quick service, every vital company should have a Facebook and Twitter identity.

A word to the wise: Please stop wasting your time telling us you have these options.