Before you post anything, take time to fully understand who your target audience is and how you can connect to them most effectively. This also answers the question about why you want to be on social media anyway. Of course, most of the connected world visits one of the top platforms every day, so it makes sense that you should market there, too. However, if you do not know your audience, you will waste time on the wrong platform or delivering the wrong type of content.
Effective social media marketing strategies require target research. Different age groups, geographic locations, and overall demographics use different platforms. For example, even though Facebook remains the most popular social media sites in the world, more young people flock to Instagram these days. You need to know where your audience is, so you can attract their attention.