OP here.

Yeah I agree, maybe I should have said if it's not in your "Top 3"

I think it also depends on your resources. If you're a solo founder then it can be hard to justify much time on social media.

And I also think you can have both. You can automate some posts, and also do ad hoc stuff. In my use case I publish articles on a consistent basis, why not automate the social media side of that?