Having an account at a social media platform means that other people or businesses can find you. You are visible to them. And without you knowing, these businesses can research the services of your company. When it satisfies them, you could have a new customer. Without all the troubles finding customers other ways. Easy peasy, this is what digital social media marketing brings you.
Showing the whereabouts of your company at any platform becomes an even better opportunity when you realize that having an account factually implies having a visible advertisement up for your business. Without paying for it!
Keep in mind here that each platform has the set of rules and guidelines, as mentioned earlier, of how you should communicate at their platform. Please get to know these rules and apply your communication accordingly, or you will get penalized. Also, keep in mind that due to this uniqueness of each platform, your message must be platform-specific. Stay away from trying to use one message at different forums. Your users will see it, not reward it, and it will cost you. You have to attack and conquer each platform with a slightly adapted message.
So, when sending a message out on Twitter, make sure that you adapt this message before sending it to your Facebook users. And always, always, ask yourself before sending out any message, if the message fits into your social media strategy. Also, ask if the message brings value to the reader. If not, don’t send it.