After speaking to several audiences and new prospective clients over the past month regarding social media strategies, tactics, and tools, I’ve heard the time-constraint complaint time and time again — always in different forms, but always with equal passion: Who has time for this?!; There aren’t enough hours in the day!; Facebook is a full-time job!

Well, what the heck are you doing here then? You know darn well you don’t have time to read this blog post either.

Take a step back, to a time before you started your business. Before you became a mom or dad. Before you became a lot of the things you are today. You didn’t much time back then either — but you did what you had to do. Why? Because those things are important, and if you’re a business owner, a lot of those things are part of sustaining and growing a business.

We both know you won’t find the time to rethink the way you connect with consumers where they are every day — online — because things are still okay. Things are still manageable. The money’s still coming in.

But when do you think you’ll find the time? When some other business starts carving into your market share and your customer base? When some other business is invited for an RFP you should have had in the bag?

They say it’s better late then never, but it’s up to you to decide: is that entirely too late?