Robi Garcia

Besides being unethical as several mentioned already, it is most likely illegal in some regions. Many regions require that you have explicit permission with them opting in to receive that type of message from the sender or even implied permission by them starting the engagement with you on that channel before sending messages. It's worth noting that the email address used to message these folks will be marked as spam as they had not given permission, your messages will start getting filtered and your account may eventually get shut down. Also, with the new CASL law Canadian citizens can sue you for unwanted marketing messages no matter where you are. It is totally not worth ruining a brand reputation for it.

I agree with Tad, Bodo and Martin. Social can drive direct sales and work in tandem with other channels to assist with lift in campaigns. Results will vary for each business and the strategies used. It all depends on how you use it and how it fits into your plans.

I am going through the same process with some of my clients. I had one client that never made it through step 2. They were very impatient and couldn't understand why it would take more than a few weeks when they had been deliberately going about their link building the "wrong way" for a long period of time. Not all tactics to grow and develop a business have immediate results and if one can't have patients for long term goals and tactics, then their business may not be as successful as it could be.