Yes, first learn what is Social Media before asking this question, otherwise you would know the answer.
Social Media is the new world of people where they spend shitload of their time on shit like Facebook, Twitter, Instagram and other useless shit like that.
Basically you try to fit in into those people, get their attention and direct them to somwhere?
To where exactly is for you to choose, to a site, to a video and etc...
Here is a Social Media Traffic Example :
Pretty much, that's how it works in structure.