Whether your business is taking advantage of it or not, social media has forever changed the way that consumers communicate with businesses, and vice versa. Being accessible to your customers – and your prospective clients – via social media is a vital means of developing relationships with them and helping them through the sales funnel.
There is not a set answer, because you need to have a presence wherever your customers are. Different businesses have different audiences. One demographic spends most of their time on Facebook, while another scrolls on Instagram, and some divide their time equally between multiple sites. Find out where your customers are, and follow them there.
Posts need to be consistent. Let passion and personality shine through. Engage in conversation with your audience. Answer questions. Provide valuable content without sounding salesy. And be creative.