Social media plays a part in search engine optimization.
Google+ isn’t really a thing anymore, but this pic is still cool.

Social media is just more than sharing something once a day or posting a pic on Instagram every once in a while. First, you need a goal, then you need a strategy to achieve that goal, then you need to execute that goal. Are you trying to reach the most followers on Twitter? Are you trying to meet key decision makers on LinkedIn? Do you want people tuning in to your live Facebook videos? Each of those objectives requires a different strategy to achieve it.