Me and my team just started releasing videos and screens the other day, and I have to say it feels weird. I'm constantly refreshing reddit and looking at twitter. It makes me feel bad, and I don't like that. I think it might be wise to not stress over going social too much, stressing over every notification and comment. I'm still getting used to it...
It's a hard balance to hit. I tried allotting a certain portion of my day to social/promotional activities, but I found that time rapidly ballooned. Now I focus on my development tasks and target social things as down time crops up. I leave about one day a week to make it a priority, the other 6 days it's a background task (but still a task - I try to be social every day).
Yeah, we proceed the same way here too. I'm the guy in charge of the social medias, online PR, marketing, etc.
I try to be active/contribute online for 30min-1hour per day, and depending on how development goes, we try to post 1 or 2 topics per week on our social medias, be it a devlog, a news article, an interview, etc.
Balance is key. You don't want to spend your entire time online as there are alot of other pressing tasks, but you want to pick up the habit to participate in online discussions/indie communities.
Developer
