Social media marketing does not generate direct sales, it drives customers and interested parties to your web site where all online business should be conducted.
Brand awareness is only part of the issue, and social is social not business. Social media is used by the public to get personal and social with their various groups of friends. Us as marketers are intruders in this space and should remember this at all times.
The many social media platforms are a source of prospects and a place to create brand awareness, not sales. Social media platforms have been hijacked by marketers and it does not take the public long to realise this and ignore your company page once the social edge wears thin and the marketing edge starts to shine through.
Being on the social media pages that your potential customers use is all about brand awareness and implementing the SEO (Search Engine Optimisation) strategies which your marketing team should have in place that ensure your customers use the correct key words and key word phrases when searching for your services, products or events in all the major search engines.
It thus follows that you may have many thousands of likes, followers, G+'s and other social signals, but little direct business from your social media pages. So once you understand clearly that the purpose of social media pages within the online marketing arena is to create brand awareness and SEO points for your company pages which funnel interested and focused buyers to your company site, then you will be alright, and get the results from the organic search results in search engines like BING, YAHOO and GOOGLE with your targeted key words and keyword phrases showing up at the TOP of SERP's (Search Engine Results Pages)