Finally getting your company’s social media plan off the ground can be very rewarding. You put in a lot of time and energy and are excited to see things really start to take off. It starts off slow at first, but you eventually start to see some action. You continue with what you’re doing, but it seems like things just start to stall. So what are the next steps? Here are three ways to refresh your social media presence:

• Respond to comments. Many of the most successful blogs are driven by user comments. The reason for this is that the articles spark conversation among readers. That’s why a blog shouldn’t be about just you or your company. People generally will not take the time to participate in a conversation that you started about how great you are. Instead, engage readers by shifting the conversation to their needs. Whatever you do, don’t be afraid to jump into the conversation. Otherwise, all you have is a media site without the social part.

• Listen to feedback. First the bad news: You’re probably not going to get your blog right on the first try. For any number of reasons, your content is getting the readership that you would. But that’s also the good news. Many people just throw in the towel thinking, “Social media is just a waste of time.” You have to take the time to listen to feedback, but that’s only the first step. Then, you need to make changes to create a more positive user experience. Readers will feel much more engaged if you respond to their comment and make changes based on their suggestions.

• Be prepared to evolve. Quicken Loans’ WHAT’S THE DIFF blog is written by employees for employees and clients, so what you read is what you get if you’re a potential client trying to get a feel for the company. The blog was started about three years ago as a tool for HR recruiting, to reach out to potential employees and show them what it’s like to work at Quicken Loans. “That has become less of a focus, said Kelly LaVaute, Quicken Loans’ social media manager and one of the blog’s editors, “but a lot of people who come in to interview have read THE DIFF.” (For more on Quicken Loans’ WHAT’S THE DIFF blog, read “Employees are a powerful voice in social media.”)

Now that you’ve launched your social media plan, you have to follow through and keep posting new content. Social media has to be timely, so if you’re not updating your content, it won’t be long before people stop coming back.