Marketing is subtle. It’s the art of selling without selling, manipulating people into checkout.
Subtle selling is supposed to be the catch-all of all social networks. But social media has never shown to successfully convert into sales.
Social networks are vehicles for conversation rather than sales channels.
Would you try to sell something other than beer at a bar?
Social users are more liable to sell something than a brand. Mass marketing, or push marketing, on social media channels does more to inform customers than convincing them to buy. In fact, the biggest fans if located properly can create more awareness than a top-down marketing campaign.
Social media marketing disrupts the traditional purchase funnel because it starts with getting a product into the hands of loyalists who then drive the conversation which increases trial.
Social media is its own unique marketing realm. The customers are the marketers.