It is always important to remember social media is a tool, beware of perceptions and be professional.
Bringing an element of yourself in is okay, particularly if it is your own stream. However, I have seen Twitter accounts for brands used for personal chats, and I don't think that's right.
More tips from Mashable on how to make your Facebook page lively.
Examples of how Facebook has been used by the New York Times to engage with its audience.
Mashable has also listed eight great ways to use Facebook for any brand.
I always believe in being as human as possible and trying to avoid feeds. It's a delicate balance though.
This is an interesting development from the New York Times as its editors will be Tweeting directly rather than using RSS feeds.
Tweeting as a human being is a brilliant thing, and it is important to interact with your readers. However, this is a labour intensive job.
I started out Tweeting as a human for the newspaper I used to work for three years ago. However, there wasn't anyone to do it when I was on holiday. They all thought I was nuts (they're all on Twitter now).
Small news teams need to a certain level of automation alongside the human voice.
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