In chapter 77 in Brogans book, he gives some interesting insights about the use of social media in businesses.  I do agree that consistency is important and reflects positively on the business.  He gives some interesting points that I would like to expand on...

1. Using the blog as a home base for all your efforts.  I believe this is a useful point because blogs seem to work as an informal way to communicate with customers.  Using it as an outlet for what you are moving towards or trying to accomplish as a company, only shows your customers that you are actively trying to improve your business.

2. build an editorial calendar.  This is good advice because when you are blogging it is good to have some sort of agenda and time schedule for your posts.  This way you can time your posts in order to go along with whats going on in your business or outside the business, further showing your followers that you are up to date on your blog

3. update other social media every 3 weeks.  This is smart because it is likely that your facebook or twitter will be linked up to your blog.  You don't want your followers seeing that you only update your blog and neglect the rest of your media outlets, this can cause you to lose some credibility.

4. use social media as hiring outlets.  I like this idea because it reminds me of my friends sister who got hired by a company due to her twitter account dealing with a business she was involved at the time.  It is also a good way to find people through blogs and active social media stes.

5. revist a month of posts and see what you've covered the least.  This will help you to cover the things you have touched on the least and recover those things so that you are not repeating yourself and that you are not leaving empty spaces in what you are blogging about.