of course it does. And it also depends on what your target group is, how relatively active they are and how willing they are to engage with your product page online.
The key here is knowing whether you'd like to drive sales online (ideally yes) but you'd also like that to stem from having a sustainable relationship with your audience online.
TO tailor your social media strategy, you need to know what your ideal end goals are - sales, level of engagement, number of followers/likes.
and bear in mind that your customers dont go to social media because they want to be targeted so you dont want to force it on them