Investing in a Social Media presence is more than just posting daily links to your product and funny memes on Fridays. Your customers deserve more than just a few of those typical posts. It takes a lot more to build an online community. You won't believe how many times I've heard, "my colleagues or friends little <insert distant relative here> is good on that Facebook-gram thing. I'm going to get him/her to start posting on there for me." Sorry, but that just isn't going to cut it.

Doing that, you may as well not post at all. Social Media just like other aspects of Digital Marketing requires have a strategy. It's about figuring out the following things, not necessarily in this order:

Who are you speaking to? Do they prefer text, photos or videos updates?
What do you want them to do, or feel, reading your posts?
Do you know what inspires them? How will you make them keep coming back?
How will you entertain them - as opposed to just sell to them 7-days a week?
Are you providing them benefits for being a follower? Why not?
What is your end-goal in creating a social media presence? Do you want leads, do you want to inform, or do you just want to do it for the sake of it?

If you don't know the answer to most of the questions above, then I think its time to reconsider your non-strategy. Fail to plan and you're planning to fail. Don't just create a Facebook page and wing it one day at a time. Create a detailed one-month plan, and a rough three-month plan and you'll notice the difference yourself immediately.