Viewers are more receptive to your posts than you would think. Most people view Twitter and Facebook as social networks, not marketing machines, as a result, they’re less likely to see what you post as an advertisement and will be more likely to hear what you have to say. This can translate into web traffic when you link to your site, and those posts that market themselves, as your friends and followers share what you’ve posted.
Social media ads allow targeting and retargeting. One of the reasons social media is important is because of the highly customizable nature of social media ads. Facebook ads, for example, allow you to target users by things like location, education level, industry and even purchase history and the pages they’ve liked. You also have an option to install a Facebook pixel on your site and use it to retarget the users who visit you — these visits are far more likely to convert into solid leads, views, and potential sales.