Beware the auto-feed. Software automation serves many great purposes, but exercise caution when using auto-feeds in social media. Simply relaying a message from one platform to another without regard for the community on each network defies the spirit of social media.

Your network of connections on each platform are unique and should be responded to in a manner relevant for that community. Hashtags are useful on Twitter but inappropriate on other networks. Tagging a name is a way to leverage Facebook, but the @ symbol doesn't translate to LinkedIn and has a different meaning altogether on Twitter. The abbreviated words and lack of punctuation routinely used on Twitter or in a text aren't suited for a business platform like LinkedIn.

Show members of your networks that you are engaged with areas of importance to them, and craft your posts appropriately for the specific platform.

Update your status to stay visible to your network. For both your individual and company profile, update your status to stay visible to your LinkedIn connections. With each update, your post may appear on your connections' LinkedIn home page. When updating your status, share your knowledge and consider including a link to a blog article, workshop or how-to video you've created. If you found a colleague's blog post interesting and relevant, pay it forward and offer your comments along with a link to the post. If you're looking for a new job, status updates can keep your name in front of potential employers and recruiters. 

Pay attention to the status updates of members of your network, shown on your LinkedIn Home page, and acknowledge those that you find interesting. Whether you send a private message or post a public comment, the objective is to stay aware of and actively connected with your network.

Engage with the community. Search for and join relevant groups based on your industry as well as your geography. Read group discussions, offer feedback, and start your own discussions. Remember to engage with others to build relationships; don't just push your own products. Some groups offer in-person events, where you can leverage and solidify the connections made online. Use your settings to select the frequency for receiving digest emails from your groups and to control whether each group icon appears on your profile. Explore the answers functionality and establish credibility within your field by answering questions. Take advantage of other apps such as events and reading list, and use a blog app to display each new post on your blog (here, a good use of automation). When installing an app on your profile, keep it current by posting periodic updates.

While you're focused on creating visibility for your profile, make conscious choices about your privacy settings. If you wish, you can choose to restrict the visibility of your network updates. On your profile, exclude personal information that is not relevant for business relationships, and display your Twitter name only if you post on it for business.

Using the messaging feature, you can send an email message to share information, such as events, with up to 50 members of your network. Your LinkedIn network can be an effective way to reinforce networking relationships made in person. Build a habit following in-person networking to invite new contacts to become connections. Personalize your invitation by editing the box that says "Include a personal note."