I think the key to creating a social media presence is finding out what works in your particular instance. You can read about all the other companies and how they do it, but the best thing for you to do is to try different tactics. And you have to be honest with yourself. How can you provide value to other people on a social level? Will it be helpful, valuable, and interesting to other people if you film a video every week and talk about hot issues in your industry? Is blogging about your industry better suited to you? Think about what you have to offer and maybe it will be more clear how to proceed.