Social Media is a trend that has come to stay, since it provides a very broad space for users to express themselves and make their ideas known. But it does not only serve to talk, if it is used intelligently and with well-defined strategies, you can achieve other goals that go beyond having a conversation with users.
According to data provided by professional partners, brands that enter social networks expect to achieve:

Increase brand visibility and gain reputation (51%)
Bring traffic to the website (19%)
Improve customer service (13%)
Generate potential customers (12%)
Sell ​​products, services or content online (4%)

This means that the purchasing processes increase from 17% to 27% in Social Media users compared to those who are not users. But social networks are not an infallible method that provides success to any brand that uses them, but it can also harm it if it is not managed correctly.