If you're thinking of marketing your business on Social Media here is a great article from the WordStream blog. Last update in May 2016 but still very relevant, especially the conclusion. Social Media Marketing is great for brand awareness and for customer engagement but if you're looking to convert clicks, paid for search or Google Display Network is a better way to go.
Twitter Vs. Facebook: Ad Performance
Conclusion: No Big Winners Here
In summary: Neither Twitter or Facebook is a great advertising option for direct response (lead generation) marketing. The intent just isn’t there compared to search. These social platforms are better for big brand advertising and engaging with your fans through content marketing (soft sells vs. e-commerce). If you have the budget for those kinds of marketing activities, then you’re better off on Facebook than Twitter, but the reality is, neither is all that effective and both platforms have a ton of work to do on the paid side. I suggest they look to Google AdWords and the Google Display Network for inspiration.