The Small-Business Owner's Guide to Advertising Injury

Chapter 5: Social Media Liabilities: Your Employees, Fans, & Enemies
Part 3: Increase Productivity and Keep Your Business Protected

Social media can be an effective marketing tool, but it can also be a big distraction and waste of company time and resources. In fact, a survey conducted by Network Solutions and the University of Maryland's Robert H. Smith School of Business found that 56 percent of small-business owners find that social media management takes more time than they expected.

Time SMBs Spend on Social Media

Time SMBs Spend on Social Media
Site Daily Updates 2 - 3 Updates / Week
LinkedIn 10% 9%
Facebook 20% 23%
Twitter 24% 24%
Blogs 13% 27%
Location-based sites 10% 21%


One way you can save money, boost productivity, and minimize the potential for employee social media blunders is to outsource your social marketing efforts. Automating some of your social network marketing lets you build relationships strategically without dithering away valuable time. Here are a couple services that can help:

  • HootSuite. HootSuite provides your business with a single social media management dashboard so you can simplify and automate your marketing campaigns. You can schedule tweets or posts, analyze social media traffic, track conversions, measure campaign results, and track metrics (e.g., top content, likes and shares, and follower demographics).
  • WebiMax. Use WebiMax if you don't have much social media experience or time to spend learning the ropes. This service can create and maintain custom campaigns that are tailored to your business and its target audience. It can create and manage marketing campaigns on Facebook, Twitter, Google+, LinkedIn, YouTube, Pinterest, Instagram, and other social networks.
  • LocalVox. LocalVox is designed for small local businesses. It's a social and mobile marketing platform that drives in-store sales through mobile websites, email marketing, PR campaigns, advertising, and local directories. The service can also manage your reputation on sites like Yelp, Superpages, and CitySearch.

Next: Part 4: Social Media Hacks and the Threat of Data Breach

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