Not every social media activity is going to be the right thing to do for each business and is dependent on where that business is; it's budget, time, resources. What kind of visual content is to hand, what they are offering and who they are wanting to promote to. No two businesses are the same, and what might work for one, may not work for the other. Whoever is managing your social media, whether in house or outsourced you need to stay tuned to your audience. By all means try different things, but don't do what everyone else is doing or tells you to do. Time, planning, regular posting and keeping an eye on the response will help you understand what is happening with your social media activity. My advice would be keep it simple but effective.
To show case simple but effective here's what Pink Chillies did las week that got them great engagement. Pink Chillies make and sell beautiful plush cuddly elephants and other elephant related products. The page shares messages from their elephant characters along with fun and emotive content about elephants. Elephants are a global topic at present and they look set to stay that way for some time to come.