People are becoming more social online and will use their preferred social media channel to not just follow, but to connect with you -- usually when they're dissatisfied or upset.
Without strategic planning, any marketing effort will be watered down to a "spray-and-pray" disability that will hinder growth. Along with that, if you don't measure your marketing efforts, you won't know if you are achieving your goals or falling short.
Businesses using only Facebook that aren't using a social media scheduling tool like Hootsuite can take advantage of creating a more timely article post/update.
While businesses should stay flexible enough to adjust to trends or offer a special, creating a marketing strategy should never be a reactive response to competition.
Clearly define yourself. Make sure your network clearly understands what you represent so they can properly refer the right prospects your way.