Determine how your audience uses their social media and follow suit.
This is one area where being a follower is good. If your readers, followers and/or friends are heavy users, it is okay for you to do the same. But beware the time-saving tools that make you appear like a self-involved, bellybutton gazing prat.
Just because Hootsuite and other aggregators allow you to post to multiple social media sites with a click of a button, doesn’t mean you have to!
I recently stopped following an author who I have read and liked. I have followed her on Twitter for a while and recently added her to my Facebook Friends. Whereas I didn’t feel she over-Twittered, the 10-15 posts a day on my Facebook account were just too much.
Facebook is more of a personal communication tool. Adding endless links, a daily photo album, and a running commentary on your meals and snacks will clutter your reader’s feed. (Playing Farmville for hours on end doesn’t impress me either but I have hid the application.)
If you have an account on a social media site but never use it, you are likely to get unfollowed or unfriended. (Don’t you love our new language terminology!)
Just like abandoned blogs and outdated posts, by posting too little, you will be ignored or unfollowed. This might not mean anything to you as a person but it should matter if you are a business.
There is no exact number to suggest for proper social media etiquette. My personal decision is to post no more than once a day on Facebook and at least 4-5 times a day on Twitter. LinkedIn is used for big business-related announcements and book reviews.
Your decision should be based on your reader’s use, your purpose for using social media and–only minorly–your personal preferences.