Social media comes with a ton of benefits, but to make it work you need to invest heavily, and the most important investment is your time.

For brands and marketers that are already overextended, syncing up your Twitter updates with Facebook, your Facebook updates with Twitter, and your Google+ updates with Twitter and Facebook – and vice versa – before mass-broadcasting your message seems like a smart idea on paper, but it’s actually the worst thing you can do.

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