Why are you spending time or money on social media? To drive sales? To get the word out about what you do — so you can drive sales? To start a conversation with consumers — that will drive sales? (See where this is going?) Social media should drive sales, as all marketing should. Two big caveats, though. First, post stories, ideas, articles, contests, questions — anything but a straight sales pitch. Ask this question — what can we post that people would want to share? And second, create a next step. Visit a branch. Share this post. Click on the link. Every step exponentially increases engagement and brings the consumer closer to the sale.