SHOOT: I think there is a greater risk of not contributing than contributing too much. I'd add another tip to these from Alistair Fairweather, and that is, be consistent. A consistent volume is more likely to be tolerated than one that appears random.
Users younger than 25 years old are generally more noise tolerant, regardless of platform.
3. Brand attachment counts
RULE OF THUMB: New brands need to post less often and with more impact.
4. The value of the message is vital
5. Less is not always more
6. It’s a conversation, silly