Social media is an essential part of marketing in the digital era.
Each social platform from big to small has it’s own rules and etiquette that, if ignored, will work against you. So it’s important to understand those things and follow them.
It is also extremely helpful to focus on the best way to format or even reshape the content to fit in better on each platform. As an example, using properly sized images on Google+ versus Facebook can go a long way toward encouraging users of those platforms to engage with your content.