Social media channels like Facebook, Twitter, and Snapchat are publicly traded advertising companies that make money by selling ads digitally--no different than print publications. Because of this, an average of only 1 percent of your Facebook fans or Twitter followers see your content. While you may get lucky and hit the jackpot occasionally with a post or two that go beyond the 1 percent threshold, with paid ads you can tap into the best user database online--allowing you to run ads that target users based on interests, location, age, household income, etc.

If you don’t want to go down the route of advertising, keep your strategy centered on direct engagement with anyone who’s talking about your brand or competition.