S-Commerce: Branding is not enough. How to get to sales?

The dilemma which all marketing professionals and CMOs face irrespective of media choice is whether to focus on long term brand building or short term sales. Social media is no exception.... infact, the connection of how the zillions of blog posts and facebook posts will lead to actual sales is not apparent. However, simple interventions are helping build what is now called "s-commerce" (Social Commerce).... And this is hardly futuristic if you check out facts brought out by a Booz Allen Hamilton Report (2012). GenY Medium is already implementing direct e-commerce integration on facebook pages so that if a customer likes what she sees, conversion to sales is not that difficult.