Frequency of posting. Audiences pay attention to how much you post. While some audience members prefer new information constantly and others prefer only "important" information (we all have both types of friends: the one who only posts a few times a week or month when it's really important, versus the one who seems to post literally every random thought and idea as it occurs), the rate at which you post will have a significant impact not just on which segment of your audience gets the most value out of your posts, but also the kind of material you post. It's functionally impossible - even for a full time social media maven - to be both prolific and poignant. When you're authoring one post a week, you can think about what you want to post, develop it, refine it, and post your best version of it. When you're authoring a new post multiple times per day, you simply don't have the bandwidth to give each post the same development and refinement and attention. Which brings us to our next aspect...

Subject matter. Choose very carefully the kinds of things you share with your audience. Not only are some topics dangerously incendiary (politics, religion, personal finances, gossip, etc.), but you also want to establish boundaries for an audience. If you're the type of person who will post about everything from your new book to your marriage issues to your colonoscopy, it creates a certain expectation that audiences are entitled to inside information on every aspect of your life, whereas specifically avoiding certain topics will help ensure that audience understand there are certain lines you won't cross (whatever the reason for that may be).

Responsiveness. Audiences also pay attention to how often you interact with them. This can be beneficial if it gives your audience the sense that you care about them and want to take the time to engage with them, or it can be detrimental if you come off as the kind of person who will let no insult or criticism go unaddressed. As with most things, a good middle ground is usually the best course of action. Spend some time interacting with the positive elements of your audience base, but you don't necessarily need to respond to everything everybody says.

Marketing. The number of your posts that are marketing related is definitely worth considering. It's not much of a social media "presence" (and you won't get many followers) if the extent of your posting is just "Buy my book" over and over and over again. There are lots of different ways to market your books (and social media itself just for the sake of it is a type of marketing), but no one wants to hear a hard sell 24/7. Make sure that you're promoting your work - in theory that's why you're interacting with your audience in the first place - but also make sure that your social media presence includes a little of your personality and off-topic interests so your audience can get to know you the author.