I know not everyone has the time to be online all day every day, but as a small business or a self-employed person like a writer/author, you NEED to check it periodically. If not once a day, then at least every other day. The world uses social media as a major way of communication. If you ignore it, you're ignoring possible customers.
Little story here. A few weeks ago I was helping some friends collect donations for a fundraiser we were organizing. The proceeds went to Roswell Park Cancer Institute, a VERY well-known hospital in our area, as well as the entire country. To save time, and to make it easier on us, I sent messages through Facebook to about 20 local businesses asking for donations. Guess how many responded. 4. The rest hadn't even read the message. (Love how FB lets you see when the message has been viewed.)
So…I don't know about you guys, but that leaves an unpleasant taste in my mouth. Regardless if they would have donated or not, all I cared about was a reply. I could have been asking an important question about their business. Business owners need to accept the fact that customers reach out to them in more ways than just the telephone these days.
In my opinion, if you have no intention of keeping up with your social media, don't have it at all.