You don't have to hand over the keys to your life. Just a little guidance - and discipline.
OMG! I’m overwhelmed by social overload …and this is my business! I can imagine how you feel trying to stay on top of your social media efforts as well as your REAL job (not to mention your life).
I did a presentation for the local Chamber of Commerce Tech Expo last month (as well as a recent blog post) and I talked about two approaches to engaging in social media -
- Join existing communities where your stakeholders already are or
- Create your own community / communities
There are pros and cons to each and most organizations will actually want to do a bit of both – probably starting with #1 and evolving into #2. That being said – what’s the different in resource requirements between the two? Joining existing communities will clearly take less time and effort than creating your own community. Amber Naslund, the director of communication at Radian6 (social media analytics & monitoring biz), posted a presentation document with her take on how much time various elements of a social media effort warrant. It’s a good reference, but keep in mind there’s not just one answer to this question.
In addition to how much time social media takes, the way you spend that time is important to consider also. For example, not only is how many hours you spend an issue, but how you spend those hours will differ depending on your social strategy also. This is a crude and general outline but the following should give you a starting point. Depending on your organization, your industry, your objective, your experience level, your ability to outsource, etc., etc… your proverbial mileage will vary.
Join an exiting Community
- 15% Content Creation: blog posts, articles, slide shows, videos, podcasts, etc.
- 70% Listening / Responding to other blogs, articles, videos, podcasts, etc.
- 10% Promotion – broadcasting about your cool “stuff”
- 5% Measuring / Strategy – are you getting closer to your objective(s)… the reason you’re doing this in the first place.
Create and manage your own social media community
- 50% Content Creation: blog posts, articles, slide shows, videos, podcasts, etc.
- 40% Listening / Responding to other blogs, articles, videos, podcasts, etc.
- 5% Promotion – broadcasting about your cool “stuff”
- 5% Measuring / Strategy – are you getting closer to your objective(s)… the reason you’re doing this in the first place.
Use this as a reference and to recognize how different approaches to social media will emphasize different activities —well— differently. Particularly, it’s important to recognize the importance of content creation in managing your own community; adding value to your community with content to keep them coming back for more. Also, the importance of engagement – listening & responding to others regardless of your strategy.
