Snarky comments on social media are not going to drive you the most leads. Surveys show that honesty, friendliness, and helpfulness are the most important traits for consumers when choosing a company. Although humor can certainly be helpful to build brand awareness and gain the attention of an audience, it is not necessarily the defining factor for generating sales.
So what type of content should you be focusing on writing? Stay true to your brand image. And on this note, make sure you define what your brand image is BEFORE outlining any content for your social media campaigns. Consistency is key, and the image you portray on your channels will define how consumers view your business.
References:
http://www.socialmediaexaminer.com/how-consumers-respond-to-brands-on-social-media-new-research/