Bottom line, know that the following you build on social is not truly free—there’s a real cost in time and effort. I’m not saying it can’t be a great investment of time, but it’s one that you need to be aware of. There’s no such thing as free when it comes to building your following. The final big gotcha is that the social media companies are spending millions (and maybe billions) of dollars to make their sites as addictive as they possibly can.
