With social media marketing and online marketing in general, you're trying to create communication between the company and the potential customer. Yes, creating direct sales is very useful, but your conversion rates skyrocket if you're able to engage with people who are on the fence. These are people who are interested in your product, but they have questions. They want to read the small print. They're wary consumers who do their research, rather than shopping impulsively, and so the key to getting that conversion lies in interacting with them once they make contact. How can you quickly give them the info they need and sway them to make a purchase?