How much energy should I focus on social media?

It’s a difficult question, and the answer very much depends on the sector you work in. We focus on professional services and the audience, whilst on social media, are not necessarily going to make buying decisions based on social media posts. So we recommend keeping an active profile on LinkedIn, regularly making new connections, searching out new contacts and posting and commenting on issues that are relevant to your business. We recommend posting 1-2 times per week for maximum impact, although it is also worth considering doing a series of posts with a common hashtag for a short period to build momentum and interest with your followers. For some clients we maintain Twitter accounts, and we have some evidence of success with re-tweets and an article being picked up for publication – we post once a day on weekdays, ensuring we are using the social media channels to promote content that we’ve also sent to our customer database and promoted on our website.