Social media is the easiest thing to do but it is also the easiest thing to do wrong. If you aim to be the hare, you'll soon find yourself at a halt - you're better off being a tortoise.
When you start off using social media, it is understandable that the huge peak in your audience makes you rejoice. Perhaps you had some great publicity at the start; contacted the right group, or invested in some page advertisement. Grabbing an initial audience is great.
However, you don't want to live between peaks and troughs. You may feel like you're ahead but actually, your overall audience won't be as great as if you aimed for a steady incline. It is far better to have a strategy to pursue, which will engage an active audience, who check in regularly.
Seeing spikes is something that should only occur when something very important has occurred, like a product launch or an event announcement. There will always be something going on - but be ruthless when deciding whether it is worth highlighting. Sometimes, standard promotion will do. As JD Rucker says - ' it must also be social gold'.
Social media strategies are very important and it's all about time and consistency - slow and steady wins the race.