Lee Mullin discusses how to effectively use social media for both his music label and software support roles. He maintains multiple accounts across major platforms like Facebook, Twitter, YouTube and LinkedIn. Mullin analyzes the social media strategies of Lady Gaga, The Pixies and Autodesk as examples, noting Gaga's controversial content generates debate while Autodesk posts tutorials and questions. He advises engaging audiences with a mix of new and old content, responding to conversations to encourage organic growth over time.