"Social media isn't about creating a great brand, it's about acting as if you already have one."
There is a huge difference in the way you interact with the people on each medium and it is important to understand that. You must know what the people you are trying to "sell" to want and when they want it. If you are posting at 3 am because you can't sleep, but your consumers are asleep there is a high chance that they will know nothing about your posting, because other things will cloud their feed over yours. Searching for your high-impact times is important and critical to success. This won't happen overnight. It is a matter of posting at different times for months at a time, and using that to determine at one time you got the most feedback, the most likes, the most views.
Another thing that is important to branding is finding out what do your consumers care about? What do they want to see? Why do they want to see it? How do you get them to become engaged with you? It is one thing to create content that makes users look at it, and another to make them comment, like, ask questions, answer questions, and *gasp* buy into what you're selling. (services, goods, speaking, products, etc.)
Social media has come into existence and done amazing things to almost any market. Of course it can't be used alone, but when it is used properly it can seriously help your brand. Your brand is YOU. Every social network that you used should be geared towards your audience on that media. The way you tweet using 140 characters is different that Facebook where you want to get people to share, like, and comment, and how you will use that picture on Instagram to generate conversation. While each one should be used in a different way the message should be the same across the board. Never confuse your audience by having different messages; this doesn't mean the text, but what the text means.
Social media use by businesses has shot up in the last 5 years. Don't get lost in the hustle and bustle and let me show you how to build your brand with a smile.