I use social media to help supplement my content marketing strategy - I don't tend to get many actual leads, however, social media activity does help with SEO and potential customers will check there when considering working with or buying from a company or business. Having an active presence is important on social media and certainly if you're running ads, you probably need to be even more active, however, you don't necessarily need to post daily. Ultimately, it depends on what you're using it for, but I tend to use it for supplementing and promoting my content marketing strategies.