Most businesses don’t have tens of thousands of Facebook fans. Most don’t have hundreds of thousands of website visitors. So it’s easy for the social media expert in your neighborhood to follow the hippie’s and tree-hugger’s version of social media and say Facebook advertising and promotions are bad.
In the end, though, it’s all a numbers game. The more fans you have, the more potential click throughs you can get on a Sponsored Post. The more your audience is incented to share a coupon or a deal with their networks, the more conversions you’ll see. The more numbers, the less inclination you’ll have toward the purist’s way of thinking.