Founder & Partner of Vertec Group - an international business and technology consultancy helping to shape the global tech ecosystem.
Having assisted the rolled out of over 10 start ups in the past 6 years, I can guide you on the principles of an effective go to market strategy for your tech business, while addressing the common mistakes and expected challenges during this phase.
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!