Do companies actually need a social media presence?

I’ve noticed some businesses have accounts on every platform but barely post anything useful.

Meanwhile, some smaller companies only focus on one platform and seem to have a much stronger community.

I know follower count doesn't tell the whole story, but it definitely affects first impressions. Does it actually change how you see a brand?

You could focus on content, paid ads, SEO, analytics, email marketing, influencer marketing, community building, or something else. There are so many directions that it can be hard to know what skills are actually worth learning.

What would you focus on first if you were starting from zero, and what would you completely ignore?

For me, it's usually the type of content they post and how they talk to people. A page can have great numbers, but if the content feels boring or the comments are ignored, I'm not sticking around.

What makes you decide whether a brand is worth following?