Participating in social media can be a time-consuming endeavor, and many balk at spending that time the way they used to resist spending money on old-school marketing. Still, it's worth it because social media offers the hard-working entrepreneur a way to build a following and become an expert, said David Siteman. He likens social media to dating, saying that we make time for things we care about despite the excuses we might have. He urges business owners to put forth the effort to build relationships online and to create interesting content.
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