First of all, you have to know your clients. It is crucial to know what social media they use, what time they connect and how they behave. In social media you have to make friends first, and then turn them into customers. Therefore, use a not so formal language. Invite your followers to action, ask them questions, organize games. It is important to show you speak their language. Usually people react more to visual content - images, gifs, videos. Also make sure you add link to your site and you invite to action like subscribe, register or whatever your goal is. Apart from publishing in your own profile, follow the profiles of other people/companies and like, share and comment their posts as well.
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