The most important factor is consistency! You need to show up every day & treat your socials as a journal or conversation. That's why it's also crucial to know how you want to present your company to the audience & what topics might interest them.
It helps create a connection with your potential customers and helps you sell the benefits of your product or service. It's a way to let people know who you are & what you do, what you're good at, what you experience and what insights you can offer.
Building in public means you as a founder share your business journey, the good, the bad, and what you learned from that. This way you can build your company's brand awareness — and, by extension, awareness of what you're offering.