I think people misconstrue the value proposition of social media. By definition, social media channels are where people congregate... so therefore wouldn't it b

I think people misconstrue the value proposition of social media. By definition, social media channels are where people congregate... so therefore wouldn't it benefit EVERY company and product to understand how social media best applies to them? The targeting options in Facebook, Twitter, and LinkedIn (not just paid via ads, but also via strategic searches and groups) are vast. If you know how to find the right users, and build trust with them, then that is a high-converting way to start the acquisition funnel via Awareness (McClure's AARRR metrics). I should also note that for various clients and companies, I've seen at LEAST 20% conversion rates, through the actual homepage registration (legitimately acquired into the SQL database, not just email list).