Are you using social media to promote your business? If so, are you relying on free exposure? In doing so you will be expecting your subscribers, friends and followers to become your customers.
The social media networks all offer the opportunity to promote your business for a fee and may also sell traditional advertising. But then why would you want to pay for advertising that you are already getting for free. The simple answer is reach. If you pay to boost your reach then hundreds if not thousands of potential customers will see your products. The most effective paid campaigns are generally accepted to be most successful where the content has already been accepted and bought from within your free circulation. So the tip here is that when you are satisfied that you have a market place on social media albeit restricted enlarge that market place by boosting your reach with some paid advertising.