Social Media Advertising used to be all about getting your “fans” to your page. This is still one of the most useful tools in achieving fan growth. However, if you are only using ads to initially target those who may be interested in your brand, you are missing the bigger picture. Some of the best known, most highly trafficked brands in the world are using digital advertising to not only make that first introduction, but to continue to foster greater relationships that will drive traffic and result in trackable ROI.