Social media has the potential to become the largest source of online traffic for any company. That distinction is now claimed by search engines. While search engines do have a wider footprint and record more activity than social media, the ability of companies to reach out to their target audience and in person is what makes social media special.
You can target profiles and hence generate quality traffic from social media platforms. Search engines have very little to offer to companies that don’t manage to get their websites ranking on the first page of search results. Social media too has its share of challenges but those are a little less overwhelming.