If you’ve come to accept that social media isn’t going away and have started to use it to build your brand online–great. But, as you probably already know, it can be a time suck. It can feel unproductive. It can feel like it is all for naught, and therefore be frustrating.

However, if you start with a plan–an overall strategy that ties what you are doing to business goals and objectives–you can both measure the effectiveness of what you are doing AND focus on spending time on the things that get you farthest towards your goals. And, don’t forget to have a policy so that everyone in your company knows what is appropriate and what isn’t.

To recap: start with a plan, try it out, measure and adjust. Sound familiar?

–Jen Travis

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