Trying to stay on top of platforms like Facebook, Instagram, TikTok, LinkedIn or YouTube is a whole job. (Note: Your website and email are also platforms many overlook.) Yes...you need to let people know what it is you do and how they can go about getting you to do it for them. But trying to keep up with every platform is a LOT. And, it's not necessary.
People will tell you that you should be here, there and everywhere. But unless you have an army to manage all of that, it's impossible. Don't mess around and become so consumed with all things social media, that you lose site of more important tasks in your business.
The best thing you can do is pick the platform that makes sense for your business (outside of your website and email), and master it. Use it consistently with the intention of getting people from it to your site . When they get to your site, you can get their email address and continue the conversation.
Remember, you don't need the entire world. You just need your tribe. Your piece of the pie. When you feel good about what you're doing on one platform, try another (or not).
Bottom line...stay consistent. Use these platforms to work with your site, not as a replacement to it. It may take awhile, but stay the course. Your efforts will pay off.