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As Clint said, Social Media should be viewed just like any other marketing activity, on ROI. Have your customers said you are not interacting enough, or is this just your own perception?

Are you utlising RSS feeds and Google Alerts to only get the info you need to be reading?

What about hiring a VA to do it for you.

Depending on your business model, social media is not the be all and end all. You can even run competitions to assist you. Post the best article on blah blah blah to win a free prize, one prize every week – Get your customers doing the hard work for you, now that’s novel :)