I used to use Facebook a lot in my previous job, as for a flower shop visuals are essential. As a software company, I find that Twitter and blogging are more relevant to our followers. They are looking for news on mobile threats, security solutions for enterprises that want to protect their confidential data, and so on.
I did find some unexpected and extremely useful tools that helped us a lot to stay in touch with our audience, reach out to them, and provide useful information.
For video creation I use a screencast tool (the video screen capturing software) used along with Camtasia, a very easy to use professional screen recording & video editing software. We create “how-to” videos to guide our users into learning how to use our software.
CamCard: a free tool to scan business cards for Android or IOS phones. After a trade show you end up with tons of business cards, therefore a free tool like Camcard is the extremely useful alternative to manually inputting contact details into an excel file. You scan the business cards and the soft is giving you the option to save them into your phone or export into an excel file.
Mailchimp a free email marketing service provider for email blasts. You can stay in touch with your contacts by sending them information regularly about what we are up to. I used Constant Contact as well and for a monthly fee you get more flexibly with regard to template layouts and usability, vs Mailchimp.