automation technology has dramatically improved your ability to track these metrics. Free tools like Google Analytics let you easily monitor website traffic and new leads from social media, and more sophisticated dashboards let you track the results generated from multiple interactions. Develop implementation tactics The great part about social media is that it's easy to get help. Every day, social media experts share ideas and tips on, you guessed it, social media and how to improve

it. Have a question? All you have to do is ask. This informal system is a built-in mechanism for improving your social media skills and an invaluable aid for DIY strategy. But DIY isn't the right strategy for all situations. Just because you have a compelling business reason to develop a social media strategy doesn't mean you can do it all yourself from the start. These days, there are two viable alternatives to self-help. The first is to employ a social media consultant to help you set up your

program and policies. This person would train internal team members, monitor the program, and provide ongoing support and troubleshooting. This approach allows you to shorten the learning curve while using internal resources to do most of the implementation. The second approach is to outsource certain roles, or even the entire program. This approach is particularly attractive when you have busy professionals with little time available. This can be more efficient and less costly than removing staff from billable work. The downside is that social media culture revolves around authenticity,