The inertia of our everyday lives and the 24/7 nature of our industry sometimes makes it hard for us to actively change; especially when that change is misaligned with how we've traditionally done business. In my last article, I spoke about how to reach the mobile generation ("Smartphone generation") and some must-dos to be successful in this new world. In this follow-up, I will talk about how to change your traditional marketing and customer relationship path by using social media aggregators; specifically HootSuite.

Logging into Facebook, LinkedIn, Twitter, etc., to post the same message over and over again is just not possible. That's where HootSuite, your social media dashboard, comes in. With this online tool you can post messages to all your social media outlets at once. Here are a couple highlights of HootSuite:

• Scheduled updates: tell people what you want when you want. Go ahead and schedule a week's worth of posts at a time. You can always post ad hoc, but with this tool you can '"Set it and forget it!"
• Social on the go: out at the local, town event and want to snap off a picture and post? Download the HootSuite mobile app for you iPhone or Android.
• Track results: it all means nothing if you can't track it. HootSuite will help you take the guesswork out of ROI by presenting you with real-time click-through statistics.