Go where your customers already are
You don't need to be everywhere. Be where your customers spend time — for many SA SMEs that's Facebook, Instagram or WhatsApp; for B2B, often LinkedIn.
One platform, done well
One consistent, useful presence beats five neglected ones. Master a single channel before you add another.
One consistent channel beats five neglected ones — master one before adding another.
Set up as a business
Use a Business/Professional account. You get insights, contact buttons and (where relevant) ads — tools a personal profile can't give you.