If you say you’re going to blog every week or every day, then do it. If you say you’re going to post updates on Facebook, then do it. If you say you’re going to Twitter away with tips every morning, then do it. Some companies take social media seriously and have dramatically enhanced their brand. Others talk about taking social media seriously and then people question their brand because their social media efforts happen only very sporadically. Either take it seriously, or don’t do it.