Instead of jumping on every new social media platform that emerges, pick one or two where your target audience is most active and dedicate resources to reach them. Joining most platforms is free, but producing results, generating relevant content, and growing your audience takes time, effort, and skills. Juggling your day to day business operations while trying to manage your social media efforts can be overwhelming so delegating that effort may be your best approach.
Make sure whoever represents you online has marketing experience and develop a marketing strategy that is true to your brand. No matter the type of marketing strategy you decide to implement for your business, it will cost money to stay relevant and visible to your customers, so set a budget aside and focus on building your brand. Remember that it takes focus and time to grow your online presence but the rewards are worth it.