Social media management is a hands off way to reach those potential opportunities that are aligned with your fanbase.
You have to remind your target audience that you exist. Repeatedly.
This can be done through proper social media marketing strategies and content marketing campaigns that will imprint your brand name on anyone using any of the social media networks you choose to use.
Once you have made people aware of and created a great image of your brand, you will notice your targeted audience relating to your brand, or the content you create more often. This leads to more reach and opportunities.