Designing, building, managing, and measuring social media programs is hard work. It takes time, diligence, focus, and a lot of patience. Don’t be intimidated by all the do’s and don’ts, all the moving parts, and the challenge that comes with connecting all the dots. Break the process down. Keep things simple. Start with what matters and fill in the blanks as your program begins to shape up. You don’t have to build it all in one go. I cannot emphasize this enough: Take your time. Move at your own pace. Ease into every step of your program’s evolution. Slow is good. Just like building relationships doesn’t happen overnight, building the processes through which these relationships will be built will not happen overnight either.

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