Remember it's social media. It's not sales media. You need to be engaging with your potential customers online.
The chase for instant gratification in marketing often looks like “sales events.” Knowing when to use a sale and when to use other methods to get customers in the door makes all the difference.
The truth is that social media allows you to see how each piece of content performs before you ever invest money in it! You don't get the opportunity to do that with billboards, radio, TV, or print media.