The other half to this is not to advertise on every post you come across even if it seems relevant. Knowing where and when to do it is a fine art that I’m not going to pretend I have good advice for. Advice, sure. Good, maybe not.

Too much means that people will notice and you might be accused of spamming (or worse, ignored or banned), but knowing how much is too much is the tricky part. It almost certainly varies by place and time as well, so it might be a case of lurking around and getting a feel for things.