The answer is to use social media sites to get attention in the first place, and show people you’re likable and trustworthy. But when someone is ready to learn more about your business, bring them back to an asset you control — bring them back to your website.
Landing pages are the key to measuring the effectiveness of what you do with social media. If you’re having trouble figuring out whether your social media marketing is effective, it’s because you haven’t thought through your landing page strategy.
Twitter and Facebook and LinkedIn and Google+ were never intended to be your virtual storefront. It’s not what they were built for and it’s not appropriate. Instead, you use them as outposts to start talking with people who may eventually become customers. (Digital Sharecropping)