His findings won't be a surprise to anyone who uses such services for personal use. We have expectations about the levels of interaction we're going to get.
Start using a social networking service only if you have the budget to support reasonably frequent postings. And, if you later find out that you don't, close it down gracefully rather than letting it get overgrown by cobwebs.As ever, it's not sufficient to jump dump in content from other media.
The shorter the message, the more important the writing... [write] for the medium...Streams, Walls, and Feeds: Distributing Content Through Social Networks and RSS - article by Jakob Nielsen