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Overcoming Common Social-Media Obstacles

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Obstacle 2: “I can’t keep track of what’s going on.”

With more than 160 million tweets sent every day, 30 billion pieces of content shared on Facebook monthly, and 120 decades of video uploaded annually to YouTube, social media can quickly feel overwhelming. Instead of spending precious time signing in and out of several social-media accounts, consolidate your efforts with social-media management platforms.

These allow you to manage several accounts all in one place. Stay aware of ongoing Twitter conversations, see who is “liking” and posting on your Facebook page, keep your LinkedIn company profile current, and monitor additional social-media channels on one screen with useful management platforms like HootSuite, TweetDeck or Seesmic.

These helpful platforms are versatile and can fit a wide array of needs, all while minimizing your time spent on the various networks searching for relevant content, prospects and mentions of your business. If the budget allows, consider using paid services like Radian6 to monitor your door business and discover engaged, enthusiastic and relevant online communities.

Obstacle 3:  “I don’t have enough time.”

Once your social-media efforts gain momentum, you’ll find there’s always one more Facebook post to make, blog post to write or tweet to share. Marketing programs need to grow and evolve over the course of time. Social media is no different. Your marketing team will need an acute understanding of social-media etiquette and strategy. Dedicate the time, effort and energy to create a well-rounded social-media blueprint and find a team―internal, external or a combination of both―that can execute a successful plan and continually grow with it. Remember, social media should be about inspiring real conversations, not just another task on your to-do list.

Optimize your effort by creating post schedules and content themes. Scheduling when and what you will post about will keep your social-media messaging on target and relevant to your door business. Also, identify the topics your key audiences are most interested in. More than a third of Twitter users follow businesses online for product updates. However, some marketers make the mistake of only posting promotional content. Nearly half of all social-media users who “unlike” a business on Facebook do so because of too much push and promotional marketing. It’s key to have a mix of promotional, useful and interesting content on any social network your business uses.

Tip: Not sure when the best time to send a tweet is? Use, a free service that analyzes your Twitter account to determine the best time to reach your most active and engaged followers.

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