In many marketing campaigns, most of the target recipients are possibilities at best. They may or may not be interested in your offering now, and some may never be interested. You can’t be sure they’ll take advantage of the offer or even bother to review it.
This is not the case with most of your social media followers, which is a big reason why social media is important for business.
By marketing to users who are already fans of your company, you know that you are reaching a qualified demographic. They fact that they follow you on Facebook, Twitter, or another social platform sites means that they already want to know more. This means they’ll respond more favorably to your posts than if they had no prior relationship with you. It also increases the likelihood that they’ll read your posts or click your links, which makes them more likely to take the desired action.