Not every business needs to be equally active on every social platform. Choose channels based on where customers spend time, the type of content the team can produce consistently and the commercial actions the business wants to encourage.
What to consider
Create a repeatable content mix that includes education, proof, product or service information and brand personality. Paid social campaigns can extend reach or support lead generation when targeting and creative are aligned with a useful offer.
Measure engagement in context. Reach and likes can be helpful indicators, but enquiries, qualified traffic and assisted conversions are usually more important to business performance.