Being effective at social media, whether for business or personal use, means capturing people who have short attention spans. They're only a click away from a picture of a funny cat, so you have to make your thing more compelling than that cat. And that can be a high bar.
I've lost track of the number of people who want to be writers but never actually write anything. Talking about writing, dreaming about writing, can be very fun, but it won't get a book written. You've got to write