Social media that's worth the time
For most shops, one channel done consistently beats five done inconsistently.
Pick the channel your customers actually use
Roofers and HVAC: Facebook and Google. Salons and beauty: Instagram. Restaurants: Instagram, TikTok if you have a person who lives there. Don't follow the trend channel, follow your customer.
Show the work, not the polish
Before-afters, the dirty version, the team on the truck. The content that performs on small-business social is the content that looks like the actual work, not an agency campaign.
Reply faster than the algorithm
A comment or DM answered in 10 minutes is worth more than ten polished posts. Most shop owners lose more business by being slow than by posting boring content.
Take your version of this question further
This is one operator-tested angle on the question. Your shop, your size, your trade, and your team change the answer. Ask your specific version inside Ask a Shop Owner to get a response grounded in how owners like you actually handled it.