1. Brands often assume they need to be present on every platform to have an effective social media strategy. But in reality, brands only need to be where their target audience lives.
Each platform has unique tools and features, but not all of them will suit your needs. First, figure out which platforms align well with your business. Then you can focus your time and resources on the channels that will drive the highest ROI for your program.

2. Optimize content for each platform

After choosing the right platforms, you need to select content best suited for each. Photo and video content are the most valuable for achieving social goals, but marketers must still strategize where, how, and when to post them.

While it’s unnecessary to post on every channel, most successful brands are active on more than one. They might post video content on Facebook and YouTube to showcase the stories of their clients and employees. Instagram, meanwhile, might be used to capture eye-popping static images and share facts and updates about the company.
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I think it is not only social media important to off page, exist much more things. For example blog posting, article writing, forums signature, etc...