Yes, I'm guilty too! My projects and marketing take back burner all the time, and I would do well to heed my own advice.
As I was trying to think of something that would shock you out of the water I came up with three simple keys that enable anyone to have an effective social media strategy.
Authenticity -- Don't portray yourself to be something that you're not. Be yourself and others will respect you for that.
Simplicity -- Don't be gimmick driven. Don't add drama when it doesn't need to be added. If you're selling a product or service -- tell the facts and let that bring in business.
Consistency -- Keep at it. Don't give up! It's not always the strong that win the battle, it's the true and the faithful that keep at it!
I find myself coming back to these simple basics. Just like fitness it's not a new, revolutionary program that's going to make a difference. It's personal motivation and dedication to reaching a goal that will bring results.