Outsourcing can help companies cut costs, but it's a bad idea when it comes to social media, writes SmartBrief on Social Media publisher Merritt Colaizzi. "Entrusting your brand's voice to a bunch of strangers -- or anyone not directly integrated and passionate about your brand -- is risky business," she notes. "Your own voice is what wins cred with your customers." If keeping up with social media seems overwhelming, Colaizzi suggests concentrating on those channels that are most productive for your company.

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