Paper Calendar, Cellphone, and Colored Crayons. If you are looking to build brand recognition and create a community around your brand, to ultimately drive traffic and generate conversions, then including social media in your marketing plan is a must! Social media can help you connect directly with your ideal audience and provide them with useful and interesting content that will make them want to interact even more with your brand. But how exactly do you optimize your efforts to increase website traffic through social media? Continue listening to find out!