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The way people talk about social media these days, you might think it's an eating contest -- to succeed you need to gorge yourself, to be become the Takeru Kobayashi of Twitter.
If you're a marketer or business owner dubious of this dynamic, don't worry. Social media is not an eating contest. Most people get sick when they eat too many hot dogs, and most businesses lose money when they spend too much time on Twitter.
But, wait -- isn't social media a foundational element of inbound marketing? Isn't it something smart marketers should be experimenting with and embracing?
Yes! And, yes! But that doesn't mean you need to over-do it.
Twitter, LinkedIn, Facebook can be highly efficient new marketing channels for your company, but they shouldn't be your company's only marketing channel. Businesses also need to create content, do search engine optimization, collect leads, nurture leads -- and analyze the volume and conversion rates through your marketing and sales funnel.
So what's the right balance? Here are four simple ways to find the right balance for your business...
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