Best strategies to build social media followings for both new and existing eCommerce shops?

What are some of the best strategies to build a social media following? I have one existing etsy shop that gets consistent orders, but I have never build a social media ecosystem around it. I figured it would be a good idea to finally do so.

I also am in the process of building a new web shop from scratch, and obviously I don't have a social media following for that shop either.

What are some good strategies for both new and existing shops? Is it worth hiring this out? How do you all manage social media for your shops?

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