The biggest misconception by businesses is that they have to be social on all medias. That just isn't a scalable solution and does become a massive time suck. More often then not, only a few of the channels on the social Web even drive their business.
Outlining clear goals (lead gen, conversion, revenue, etc.) is a requirement for all the social channels. It isn't worth the time and effort to build and maintain a presence on channels that don't move the needle for your company.
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