Nurturing customer relationships in the hope of creating or attracting new customers is a great social media marketing goal.
Let's say you have a product that has hit saturation point in your current local market. You have current customers who are using your product but the product has a lifespan of 5 plus years. And while your current customer base will provide incidental sales of services and accessory purchases, there won't be any more big ticket items for at least another 5 years. You need more customers and you can get the word out with social media and interaction with your current customers.
Social Media is about nurturing your current relationships, interaction with your customers, demonstrating customer service, and demonstrating just how wonderful your business is.
Your website then moves on to being the authority regarding your business. Customer leads who find you through social media proceed to your website to learn more about your services and products. They find your store policies, detailed location and event information, and hopefully, just how much of an expert you are in the area your business is located. The more detailed the information is, the more likely the lead generated will take action and a sale will be made.
Social media becomes a fine complement to your website generating new curiosity and excitement, complements and customer interaction and new paths to customers who are already thinking about your products and services.