Companies that have the goal of generating leads for their business are consistently not focusing their efforts on it. First of all, unless you can create direct action on social media, you should be sending users to an owned media asset like a blog or website (and tracking this appropriately with UTM parametersand web analytics).
You should also be sending these users to specific landing pages on these assets, so you can optimize your funnel and conversions. When possible, try to create direct action on the particular social network. Twitter has lead generation cards, Google+ has interactive posts which can utilize specific call-to-actions like “Buy”, and even Facebook is testing a Buy button that works through Stripe. Focus on your goals! By Paul Shapiro