Social media is one of those things ... Self-storage business owners know they need to understand and use this marketing tool in today's competitive environment, but many are wary or reluctant to embrace it. Some are using it but not to its full potential, or they're using it in the wrong ways. At the recent ISS Expo in Tacoma, Jim Gray, a marketing advisor with Storage Marketing Solutions, spoke energetically and candidly with attendees about the social-media world, including what self-storage operators need to know to participate in and set realistic expectations for it. His presentation, "Why Social Media Gives Me a Headache But I've Got to Do It Anyway," packed a good punch, providing practical info and some good laughs along the way.