Everyone wants to be noticed more on Social Media. This is especially true for businesses.
Have you ever gone to a business' page on a social network and they didn't have a cover photo? Or maybe they had one that didn't fit well? Or maybe their logo was cut off in their profile picture? We hate that. Yes...HATE.
It makes your business look unprofessional. Think about it, if a business can't put up a cover photo where you can read all the text on it or a profile picture that doesn't get cropped awkwardly, how serious are they really taking their social media?
You'd never see large brands doing that. We'd never see a Nike Facebook Cover photo that wasn't to the correct specs or an Apple profile picture where you couldn't see the full apple. It's branding and it really is important.