[case study part 2]
In last week’s post, I introduced a new project I’m involved with: The Working Chronicles. This is the second in a series of posts about how I helped build their social media strategy, and the topic today is “time.”
Why orient your strategy around time management?
Here is the first paragraph of my earliest strategy notes for The Working Chronicles:
For every social media channel we open up, someone has to be willing to spend time maintaining it. I’d suggest Facebook, Twitter, and YouTube. Generally, people say that Twitter is the easiest and YouTube is the most time-consuming.
(As you can tell, this is basic stuff. I’m not a social media “guru,” but I have enough experience to help get their social media efforts off the ground and maintain steady engagement.)
Here’s why time is of the essence:
- The project is staffed by volunteers who are otherwise very busy people, and most of them are not very social media-savvy.
- No matter how “expert” you are, you still have a learning curve each time you open a new social media channel for a new person/business/project.
- Every social media channel you open has to be cultivated. This takes energy, time, and–that very special ingredient–enthusiasm. Oh, and patience.
- Social media efforts fail when you don’t pay regular attention to community building and creating quality content for each site.
- Although you can share some information between sites–that’s leveraging content in marketing-speak–each still has unique features and requirements.
How much time is enough?
Despite the wealth of information on the web about social media, there is surprisingly little concrete advice about time management. That’s because every entity that engages in social media has different goals, choices of channels/sites, and communities.
For example, I have this blog, a Twitter account, and Facebook page for my business, plus a LinkedIn profile. Here is how it breaks down for me today–but it might change tomorrow.
- Blogging has by far the biggest time requirement. And I’m a pretty fast writer. I often wonder how non-professional writers stand up to the pressure.
- The next largest block of time is spent on Twitter, where I listen to, and build relationships with, smart people from whom I can learn.
- Next is my Facebook page, but I’ve noticed that I’m spending more time there lately as my strategy evolves.
- Last is LinkedIn, where I only check in briefly a few times a week.
I probably spend 6-8 hours a week on social media. When I have that much time. When I’m on deadline, I still spend at least 30 minutes a day. However, I’ve heard that a good rule of thumb for someone who is actively engaged in social media–but it’s not their only job–is 8-12 hours a week.
There are good tools for saving time on social media; I’ll talk about some of them in another post.
In the meantime, here’s a quote for you from Jay Baer:
Nobody said social media was both transformative AND a slam dunk. It’s hard. Really hard. So you either need to make the time internally, get more people involved, or stay on the sidelines.
Read the full article here.