A monster blogging platform conventions are now obliged to have a presence on for publicity, but with dangerous features
Do you decide to only post directly about your event, or things your guests are doing, or act as a general signal booster for SF in general.
Many social media advocates suggest you must post regularly to maintain momentum, even if you have nothing to say. But then overloaded subscribers will leave, and no-one can spot your important messages. Important messages can be pinned to the top of the page, but it may be best to have 2 accounts, one for announcements, one to build your community.
Are the people handling the account authorised to talk about all aspects of the convention, should their real names be revealed, should they comment on other threads giving the viewpoint of the convention.
The people who volunteer to run social media accounts are likely to be keenest on the firehose approach.
People will check your Facebook page to see if you are a going concern, so occasional otherwise pointless posts like "we plan to have X talk about Y" can be useful. If you must signal boost, always try to tie it back to your event. "We plan programme items discussing hot new TV show Star Trek". Signal boost speciality items that reflect your event's ethos, not stuff that will appear in national papers or File770.
Many people hate Facebook, many others with accounts only access it occasionally. Repost key material on your website and send out emails simultaneously, especially for time critical information like the opening of hotel booking.
Posting 10 times about your forthcoming rate rise is likely to piss off your already paid-up members.
Are you ready to respond to attacks on your convention elsewhere on Facebook? A high profile event can be targeted by those with other agendas "Worldcon refused my ..." keen to latch on to your high profile, and you can't please everyone all of the time. Generally a placeholder message "we are aware of the concerns raised by XX, and will issue a full response in Y days" gives you breathing space.
Do you allow comments on your posts? Most will be positive, but some will be toxic, and moderating them can make the problem worse.
Do you run a private discussion group, how do you gate-keep entry: members, recognised fans, keeping out bots.
