Hootsuite CEO Ryan Holmes said Friday he spends a full two hours on social media each day, but the average executive can afford to focus on the social channels most relevant to their customers.
"You don't have to do all of them. You have to figure out where your customers are and where they're spending their time. And you need to get connected with your customers," he told CNBC's "Squawk Box."
Hootsuite develops enterprise tools that curate social media feeds to make them easier to navigate. It counts about 850 Fortune 1,000 customers as clients, Holmes said.