News organizations have been putting more money — and resources — into their Facebook and Twitter efforts. Engagement, like news, is a 24/7 job, but there are times when newsroom producers and community managers can get some serious bang for their buck.

In a recent blog post, Dan Zarrella published results from an ongoing analysis of Facebook data points. One interesting statistic stood out: Facebook users share anywhere from 20 to 50 percent more stories on weekends than they do during the week:

What does this mean? Your newsroom probably has weekend web producers. You either have a Sunday newspaper, newscast or web content. If your news organization has a Facebook page, post links to your stories on there over the weekend. It’s as simple as that.

Recently found another survey from the folks over at Retrevo. According to their survey of theirs (not sure how many people participated, so don’t ask! 1,000 people across the country took the study, which was conducted in early 2010; thanks to Jennifer over at Retrevo for the quick update), 42 percent of Twitter and Facebook users check or update their pages/feeds first thing in the morning:

First thing. Before turning on the television. Before going to their local news website. There are several things this should tell you:

• Tweet early in the morning, and be sure to post a variety of content, including any traffic tips and weather updates. If you get these out the door early enough, there’s a good chance your posts can show up in people’s Facebook News Feeds.
• Post reminders for your followers to check your Twitter and Facebook profile for early morning traffic tips and weather, as well as other news and information they need to know.

- Daniel B. Honigman

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Do you update your news organization’s Twitter pages and Facebook fan pages on weekends? First thing in the morning? What — and when — do you post? Please leave your thoughts as comments below!

At its essence, social media should be, well, social. Thanks to the progression of the Internet, what people want (even expect) these days is to be able to have a conversation with just about anyone at anytime. Whether we like it or not, this is how a lot of people now communicate. We are in the communications business, so it makes sense that we’d embrace it.

Responding to people encourages good dialogue (and good commenters) and is likely to make people more loyal to our product. I often get notes, through Twitter, Facebook or e-mail, from people who express gratitude that I’m listening and responding to their concerns and comments. People seem to think we’re a giant, uncaring media corporation. They’re pleasantly surprised when they get a real human response.

What you should do:

• Respond to your reader comments. You don’t have to respond to every comment, but posting a response or two in a thread of comments, even if to just thank someone, is good practice.  Here’s an example from a marketing blog of someone doing just that:

Be sure to represent yourself as the author of the story or blog post, and be sure to not be sensitive or defensive.

• For those on Twitter: respond to tweets. When people direct a message at you, either privately or publicly, be sure to give a response of some type. If you ignore them, they’ll be less likely to care what you have to say in the future.

• Respond to comments left on your news organization’s Facebook fan page. It’s one thing to have the official response, coming with the official Facebook page’s avatar. It’s a step further to see a familiar columnist’s Facebook page responding to the question, giving some more authority to the answer. Jump in to help.

• Respond to e-mails. E-mail is old-school social media, and if you’re a staff member, your e-mail is likely out there for the public to find. If you get a question from a reader, taking a few minutes to respond can go a long ways.

All of this sounds like it could be a major time suck, but a quick response or a short reply will often mean a lot to the reader who reached out to you.

This isn’t necessarily journalism-related, but you can see where something like this would be helpful. Andrew Ba Tran from the South Florida Sun-Sentinel offers a great video tutorial below. Enjoy.

You can find his full story here.

Let’s face it: You’ve all heard of Facebook. But is it helping you actually connect with other people in a meaningful way? Are your co-workers using Facebook to its full potential?

Perhaps so, but probably not. Here are some tips for creating a good Facebook profile:

1. Fill out your profile. Period. I can’t tell you how many times I’ve seen profiles without photos or job titles.

2. Spice up your profile a bit. Join a group or two. Post on your wall. Become a fan of something. Download a Facebook application. Update your status once in a while.

3. Now you can start adding some friends, but don’t stay within your circle. Once you join groups, I’m sure there will be people there you want to add. If not, open up your Rolodex or Outlook e-mail list and start adding some contacts. This is also a good way to strengthen your personal networks.

4. Create photo albums, and tag the photos with your friends. This way, they’ll see that you care about them enough to name them in your pictures. Great for professional gatherings, family photos, etc.

5. Keep your profile up to date. If you happen to get promoted or — heaven forbid — change jobs, it’s important for you to update people in your network.

Lastly — and this doesn’t warrant a number — if it’s someone’s birthday, wish them a happy birthday. (You’ll be able to see this information on your Facebook home page.) It’ll help you strengthen your connections.

Anyway, these are some basic, basic tips. I’ll be adding some more tactics every once in a while!