Great question! In fact, we just got asked the same thing in this morning's BIA social media training. The response I gave was this: if you haven't yet joined any networks, start by just managing ONE. If you already have many profiles you're managing, then I'd recommend a few things.

First, be realistic. Social media does take time; and that's okay! If your time is paying off, isn't that worth it? Around here, we check our social sites first thing in the morning. Some of us spend up to an hour each morning on Twitter, Facebook, and our blog. If you're a Twitter user, make sure to download Tweetdeck or Hootsuite, two applications that make tweeting easier and more organized. With Hootsuite, you can pre-schedule tweets. We like checking top industry blogs for great posts, then scheduling a few of them throughout the day. (Don't make the mistake though of only pre-scheduling tweets. Use this feature in moderation! Twitter is about conversation.)

Some of our clients also make editorial calendars which help them stay on track. For instance, on the first of every month, write down a few industry events you'll be attending. Then, schedule time the morning after each event to upload pictures to your fan page, OR, make sure you have the ability to upload from your phone so you can make updates while you're out in the community.

Finally, remember that each organization or company is different. But, if you're a small organization with limited staff, you may want to have everyone pitch in. At 3fold, some of us manage our Facebook account, while others tweet or blog.