Those who want to use social media often complain about how long it takes, the resources needed to do it well and the amount of time it takes to get payback, if payback can be reliably measured.

In my experience with small start ups, they want to do all things at once but with time and effort being consumed in all directions, finding the time to do social is difficult.

In the same way that you can't rush a friendship, it's impossible to build up your own online community artificially. Therefore you need to be willing to accept a few things.

• You are in it for the long game and social is not a quick fix marketing solution.
• It makes sense to focus on one or two social networks and use them really well. Twitter, Facebook, Pinterest etc - choose well and keep them updated with relevant content.
• Devote time to creating and contributing to conversations, share with your online community and make sure you dedicate part of the day doing this.
• Success is down to what you have to say. Bland, boring or marketing slogans will be met with a blank wall of silence, rending your effort (or lack of it) meaningless.

If you can't do it well then don't do it at all, or set your sights a little lower and stick to blogging.