Social media is visual-based and video is ruling.
"Reach and engagement levels have been seen to triple with our clients through the use of video content," Ms. Steigerwalt said.
Ms. Griffin said that one trend she noticed for Best-One Tire & Auto Care was she previously maintained its social media by herself in years past, but about two years ago she noticed a shift.
"As the Web and platforms changed and grew I found that I just wasn't able to do it alone and stay relevant, so I searched for a company that I could rely on to help me with this," she added.
"We chose OSM (Optimize Social Media) and have seen a huge ROI in just eight short months."
Ultimately, it is important to stay engaged and up-to-date on the latest ideas on how to best leverage business on social media.
"To be effective with social media, you have to engage with other local businesses and organizations by commenting, liking, and sharing," Ms. Taylor said.
"Supporting other small businesses and sharing community information shows you care more than selling your services. Say, 'Thank you'. The highest engaging posts are those that say thank you for your business. People want to see you appreciate your customers."
Ms. Steigerwalt suggested allocating proper funds to social media, especially since Facebook is increasingly providing retail businesses new ways to track the digital influence on in-store sales.
In addition, offline events allow businesses to pull data from POS or management systems and compare it with data within Facebook.
"It is an extremely powerful tool to quantify your digital impact," she said.
"If you (invest in) your customers, they will invest in your business. The days of blasting messages and sales are behind us — they want to build relationships with your brand. Show them what goes on in the shop and the work you are proud of. Answer their questions and be transparent with your process."
Showing value in a tire and automotive aftermarket shop is always going to be relevant, but how a message gets conveyed online is evolving.
"It is extremely important to keep in mind that social media and your audience are always changing, with every post," Ms. Steigerwalt said.
"What works today, may not work tomorrow, so you should always be learning about what resonates best with your audience and continue working to create better relationships. I do think the days of posting to post are behind us. There must be a strategy behind your posts. And an advertising budget will give you an advantage — if done correctly."
Utilizing the social media sites that work best for a specific company and staying interactive are the best ways to move forward.
"I truly believe businesses that don't embrace the social media platforms will be soon left behind," Ms. Griffin said.