This is a very serious topic to discuss. I’ve heard some authors say that to be online regularly, they have to be on every day and as often as they possibly can be. To be honest, that seems self-destructive. If you do that, then you have no time to write. We don’t want that!
Regular should mean at least a couple of times a week and as much as once per day. By doing this, you show the public that you aren’t old news and are interested in really getting your product out to the public.
You really need to be disciplined with your presence. Trust me, I’ve been there. Days fly by and before I know it, it has been over a week since I marketed my book. That’s not good at all! Pick a time of day or particular days of the week that you focus on marketing. Some pick one weekday and one weekend day to market. Those that do it everyday might pick a particular hour or two everyday that is devoted just to marketing their book.
By making yourself stick to a schedule, you’ll keep yourself from swinging too far either way from never being online to being online too much.