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Hootsuite- Pre-program tweets and posts that coincide using your Marketing Diary. I don't recommend you pre-program everything but in the case you have particularly busy days employ this to help you on track and make your conversation ready to go. You can easily follow high on mentions, RT's and what others are saying about your organization. PATH would mean "Purpose- Actions-Tracking-How." what is your PURPOSE for integrating social media optimisation into small business? Marketing? Prospecting? Client communication? Service? Wh