When it comes to romance, they say absence makes the heart grow fonder. But if you’re launching a social media marketing campaign, especially on Twitter, absence (and even posting inconsistently) can end relationships with your followers before they even get off the ground. The trick is delivering an ample amount of content that is on-brand, value-based, and consistent with your overall messaging.

Tweet, then repeat.

Quality tweets should be more substantial than sweet nothings, but the fact is they have short shelf lives. Unlike more long-form social media platforms like Facebook or LinkedIn, tweets are fleeting; if a follower is not on Twitter at the exact moment you tweet, there’s a good chance they won’t see it.

Many people mistakenly treat tweeting the same as sending a text message, thinking that people will be annoyed if you do it too often. But there are no buzzes, bells, whistles, or other notifications sent to anyone when you tweet, so amping up the frequency isn’t a bother; it’s a way to help ensure your message gets heard.

Make every day count.

The social media landscape is a crowded one, and with more than 300 million active users on Twitter, consistency is crucial to the success of your social media efforts. Existing and potential customers like to know that there’s a steady hand at the wheel of your brand or business, so tweet often and tweet every day. Remember how tweets were described as fleeting? The same can be said for your followers if you skip days, weeks or worse, months.

How do I love thee? Let me count the ways.

Each tweet is an opportunity to engage with your fans, and while there’s no exact formula for Twitter love, you should plan on tweeting at least five times a day. How much is too much? While theoretically it is possible to overwhelm your followers if you inundate them with a constant barrage of tweets, the reality is that tweeting 10, 15, or even 20 times a day is perfectly acceptable and, according to some studies, advantageous when it comes to promoting engagement and building a strong Twitter community.

Timing is everything.

To stand a better chance at reaching your audience, consider when they’re most, well, reachable. From professionals, to stay-at-home moms, to teens, to whomever you’re trying to reach, keep in mind that everyone has different schedules, so plan accordingly. Tweeting all at once is ineffective and can border on ranting, so make sure you spread posts out over a given period of time. For instance, if you connect with a 9-to-5 crowd, post updates throughout the course of the business day. Tools like Hootsuite and Buffer allow you to schedule tweets in advance and manage your campaign more efficiently.

Keeping the lines of communication open goes a long way in building trust and strengthening any relationship, including those on social media. If you’re ready to soar but find there just aren’t enough hours in the day to create compelling Twitter content, think about Ghost Tweeting’s Twitter Buzz program.