Identify where your target audience hangs out, Twitter, Facebook, Pinterest, forums? You don't need to be everywhere, social media consumes too much time and converts horribly compared to email list.
Once you chose your social channels develop a simple content sharing strategy. Share different stuff on different channels, otherwise why people should be following you on different platforms? Twitter could be used for quick announcements, questions and answers, where Facebook could be employed as a gallery or discussion board. I hope you get the point.