FOCUS FOCUS FOCUS... Dont try to take all the fruits ( social media ), Identify where your customers spend maximum time. Ex. If your target audience is FEMALE, pinterest is best place to promote. If you want pinpoint target audience promotion, go for facebook. Instagram may not give you traffic initially as it does not allow link sharing in post. So, identify your channels, engage with you audiences there. This will save you lot of unnecessary efforts.
I work for an online store, and this is the strategy I follow. I hope I contributed to your question in some way.