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Social Media is great at driving vast amounts of conversations. Conversation that gets seen.
One of the major reason brands advertise is to generate positively sentimented impressions in front of an audience with a propensity to buy.
Study after study has shown that fans are more likely to buy from a brand than non-fans, and also more likely to recommend that brand to friends than non-fans.
Many (but certainly no all) social media campaign have successfully driven traffic that converts at a high-level, often higher than those who visit a website through paid advertising.