One important thing to note about marketing is that it's incredibly hard to find a target audience on social media; anyone can follow anything, and that does not convert to sales. Targeting a specific niche is also going to become more difficult in May of 2018, with the advent of GDPR. Targeting a specific niche is also going to become more difficult in May of 2018, with the advent of GDPR. Collecting identifying features about a person will become much harder, as online privacy is the key to this new legislation. Buying and selling bulk information without pseudonymisation will become impossible, and advertising will revert to being much more akin to 'wide-net' marketing.
One of the most successful things a company can do to advertise on social media is to include exclusive offers and bargains found only on their pages. These don't have to be large or expensive offers, but can serve the dual purpose of audience interaction, and higher traffic. If your page can gain followers, then it's likely that it will continue to gain traction with offers. Most social media platforms have a common theme of 'your friends are interested in' for finding pages you may like. If a load of your friends have followed a page, then odds are that you'll check it out and maybe follow as well. Offers are the cornerstone of most marketing strategies today, and social media is no exception.
Keeping your page active is crucial to social media marketing; an old page is a dead page. I'll reiterate; the offers don't have to be incredible, but activity and community interaction makes and business stand out from the crowd.