A simple product with a straightforward value proposition and well-targeted audience can certainly produce conversions on a social site. More complex products, services and value props may require in-depth explanation via website — or more social input from the vendor, experts, customers, or similarly-situated prospects.

Social media is increasingly becoming the place where the purchase decision (most important ‘conversion’) is made, although the sales transaction make take place in a website, telephone mail order or bricks-and-mortar store. By properly instrumenting and analyzing these channels, businesses can assess the absolute and relative values of these lead sources.