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Listen to it like a podcast!
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Not even if you are only using it organically.
Not even if you are repurposing user-generated content.
It comes at a high price – your time.
You could be doing anything with your time.
If you choose to spend it posting on social media, you damn sure better make it a worthwhile investment.
Get clear about why you are there, answer this one question, engage your audience and move them to a different platform (e.g. email).
Because social media is neither free nor an asset you control.
