Founder of Creative Coasts Inc. Passionate about helping start ups grow their brand. Currently working with multiple Blockchain companies as a consultant to bring their brand to life.
Provide valuable input to your overall marketing strategy with the main goals being to establish your brand and generate leads. This involves utilizing all the free tools there is to reach your maximum potential and I can show you how to do so wether you are working on your personal brand or your company's brand.
In recent times a lot of companies have been seeing that 80%+ of their leads come from social media marketing. All of these companies have a polished social media strategy. You would not generate leads if you just have a page and post content that you think relates to your offering. So to answer your question, it all depends on your social media efforts/strategy.
The simple answer is consistency and engaging with their audience to build a community-like brand. To become "massive" you've got to add value and constantly be creating and curating content that your audience can identify with. It's a full time job. You're onto a good start with your research. Focus on the type of content they are putting out and how often they are doing so. I hope this answers your question. All the best with your project!