Of course the sustained manpower required to drive a social media effort is the rub for many, especially smaller TTOs. Still, with a little forethought, a successful foray into social media doesn’t have to be as overwhelming as one might think at first glance. For instance, when Apex, NC-based Fuentek first started ramping up its social media presence, staff members were churning out blogs several times a week — and it was too much, observes Laura Schoppe, the president of the technology transfer consulting firm. “I think it was information overload for us and for everybody else,” she says. “We have pulled significantly back from that. Now we are [blogging] more like once every couple of weeks, and that is fine. We don’t have to do it so often.”