Tracking or measuring business demographics. Better targeting customers with offers. Turning one-off buyers into regular customers. These are among the more elaborate goals for social media ad campaigns. It may be, though, that companies that limit their aspirations to merely that of "building brand awareness" with social media are better off. A recent survey of 520 marketers by Bizo supports this view.
It found some 41% of respondents said creating awareness was a top goal of social ads, followed by reinforcement of other campaigns (26%).