The wisdom in the marketing world when it comes to social media is that if you treat it purely as a self-promotional channel it will fail. If you come across as

The wisdom in the marketing world when it comes to social media is that if you treat it purely as a self-promotional channel it will fail. If you come across as fake, overly corporate or robotic it will also fail. So due diligence in this scenario means if you are hoping to just load up a bunch of tweets for example, have them blast out are pre-defined intervals and think that is good enough you are in for a rude shock. You should instead be monitoring it to see what the reaction is and if there are any conversations that you should be a part of based on what you have shared. You need to come across as a real person who is sharing something that you genuinely feel people are going to find useful if you want to have any kind of real "success" with social.