said 7 months ago:
First, it depends on the quality of social channel and how well do you manage it.
In very simple, general way:
It does provide leads: some businesses keep up mainly on the leads social channels provide them.
Think of a lead caught not by the link in the description of the company, but by the links you provide sharing common interests, stories. Bringing news and photos. And when everybody begins to listen to You (because of Your interesting, compelling, common interest with target audience content), You include a link to Yourself – and everybody do click it.
With awareness we apply the same. Since everybody sees how their friends interact with what company. It’s becoming more viral. And friends acts in the way their friends do.
Conclusion: it provides leads and word of mouth. You engage with people, and they do bring other people. Keep working upon well content.