It is still very important
Because of social media sites like Facebook they serve as a regular way for people to connect with friends and loved ones, an audience that follows your social media accounts will naturally be more sensitive to your messages. You should use this opportunity to create posts that speak directly to your audience and are focused on the generation of engagement with your brand, rather than directly to channel people into a sales pipeline.
If you give the impression of not aim to constantly pockets of those who follow you, your customers value most your business and think you right away when they need products or services that you offer.