There are more reasons as to why social media can be such an important tool for growth, and it comes down to the ability to advertise your company, product or service without having to spend a lot of money that you would be required to with SEO or AdWords for example.
Social Media is one of the few platforms of marketing where it is your time that provides the rewards, rather than receiving the rewards through monetary spend. Not only is it a great way to see a return in your investment of time, the key part is that you receive an investment over time too. The more you are able to build out your social media profiles, the more likely you are to see an increase in the overall amount of sales you make per year.
The key to using platforms such as Twitter and Facebook to increase your sales base is not so much to make short term sales, but rather to build out awareness of your business and your brand. You will not be making instant sales for the most part, but you are looking to increase how many people know of your company and build trust with them.
When you look to build your social media, you are looking at the long term for your business rather than the short term. Long term, you want a strong and viable brand name where people are comfortable with purchasing from you based on the loyalty, they feel for you as a company.
If you are looking for a way to start looking into the medium- and long-term profitability for your business, begin looking into social media and the benefits that it could provide your company. For a very small amount in time compared to the possible rewards, it becomes a heavy ROI.