Handling your company's social media presence is something of an art form. While your commitment to social networking should be consistent, compelling and informative, it's important that your posts and actions add to a conversation about your brand rather than come across as desperate or spammy.
According to American Express' OPEN Forum blog, these types of negative behaviors may include making disrespectful comments on other blogs, tagging people in unflattering Facebook photos, using broken grammar on tweets or creating random hashtags with no significant meaning.
Consistency is king - if your company makes a staunch commitment to creating and maintaining a social media presence, then it's likely you'll gain followers in your niche who will expect updates. However, if you're bogged down with work, distracted or disorganized, don't expect to jump back into the fold one day and regain the trust of the followers you've lost.
Your aim on social media should be to connect with like-minded people and create a reciprocal relationship with businesses who can help you grow and vice versa. In order to do this effectively, you not only have to strike the correct balance of posting but also develop a consistent schedule you can follow each day.
The news source recommends following a strict schedule for at least six months, as this will prove to your followers that you're a dependable brand.
The following acts should be performed twice daily in the morning and afternoon: Scanning Twitter followers for relevant conversations to join, checking LinkedIn and replying to emails, reviewing Facebook for questions and respond if necessary, and surveying Google Alerts for brand mentions.
Tasks that should be performed weekly or on weekends include building a Twitter List to organize ongoing discussions and special interest groups, performing upkeep on LinkedIn - such as responding to questions, catching up on discussions, requesting recommendations and sending out invites to connect with clients, as well as general brainstorming, which includes coming up with new ways to repurpose content, staying on the lookout for new social media outlets and tools and identifying new social influencers.
If you prefer a day-by-day schedule, the media outlet suggests scheduling tweets on Monday, joining a hot trend on Twitter or adding new content on Facebook on Mondays, Wednesdays and Fridays, responding to blog comments on Tuesdays and Thursdays and checking blog or site traffic on Fridays.