Yea I agree with your remarks. To me it's a process, it starts with loyalty and engagement, trying to get someone interested in what you're doing (preferably in a non-pushy way, if that makes sense). And yes, ultimately it has to reach the bottom line, the business initiative: making that sale.

Cool post Kristina!

Definitely true that conversions via social media is still in its infancy. You can be on facebook and other social media, but just "being there" doesn't really cut it. I think as a business you need a set of rules that describe how you engage in conversation. The goal of the conversation should be flexible, perhaps more about loyalty, awareness and building relationship. And ultimately selling some products, too.