Converting customers through social channels is not as cut-and-dried as most business owners think it should be.
Put yourself in your customer's shoes and ask, "Why would I engage with this brand on Facebook?" Often, the answer is not, "So I can buy stuff from them."
Perhaps a better question to ask is, "Where would I buy things from a brand?" Chances are, Facebook is not going to be the first answer for many.
by Jason Falls