Social media is a vast community of people that are ready to hear all about you and your business. Social Media platforms like Facebook, LinkedIn, Instagram, Twitter and Snapchat are all direct links to your existing customers and clients and potential new ones. Having a great page and profile is one of the main elements, ensuring you regularly update professionally and informatively. Then it's about being engaging, by creating engaging content. Once people start "liking" your status, retweeting, or sharing content, you will then extend your reach to people who have probably heard of you or your business before. Hopefully, they will then engage in some way, then the knock-on effect continues. It's free, it does take some work, but it can be hugely worthwhile to you as a business. But could you make more of this?

Many of these platforms have advertising options where you can pay for campaigns. You can have full control over the demographic of where it is advertised, how often, and even the type of engagement you want. This will help you extend your reach with a small investment, far less than what some businesses spend on advertising through other methods. Social media allows you to humanise your company, even today; we see some large corporations responding to customers almost instantaneously. Customers no longer have to wait several days to get an answer to a query.

The content you create is essential, so always make sure that engagement is at the forefront of your mind. You might need to consider search engine optimisation to help your efforts. Looking at a local SEO agency will help with that. i would also recommend considering things like a call to action in your comments where you ask for feedback or an answer to your questions, these are a great way to develop an engaged audience. 
The power of influencers and your brand
We are seeing more and more every single day the power of digital influencers, which can work in your favour for your business. Many people have made a success out of YouTube channels and blogs, and having their backing and endorsements can help extend your reach and even increase traffic to your website. Many people prefer to trust the opinion of a 'real' person, rather than something that is endorsed by a celebrity, this is why we are seeing more of this kind of advertising with some of the bigger businesses around the world. 
Your relationship with other local businesses and employees
Finally, it is so vital to develop good working relationships with other local businesses in your area. It's a great way to seclude your market and stabilise custom through other methods. Offering discounts for individual members of another company, or even offering benefits to your employees if you have any. This kind of relationship will work both ways and can be a smaller marketing strategy to focus on that can prove profitable. 
I hope this will help you maximise social media in the future.