How should I best use my time to maximize my social media results?

I would highly advice you with content management strategy, and the use of content calendar.
Social media sometimes relay on you mode, pressure and work load, but content calendar give you the chance to plan ahead in a creative moment.
If you have a team, invest in your team first, because they are your mirror to the customers and they will make use of the time or just waste it.

I agree with Osama.
I would also add that you should always plan ahead of time and have a few "fall back" posts/blogs/tweets to use for when you don't really have any new information to share.
Keep it relevant, interesting and captivating.