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By far the most frequent refrain from business people when I talk to them about going social is “I just don’t have the time.”  The implication in this statement of course is “who has time to wade through the drivel that people post on Facebook”.  And fair enough.

The simple answer to the conundrum of time and social media is this:  A business will spend time on anything in direct proportion to its return of value.  Of course you’re not going spend time on anything that isn’t growing or helping your business.  A solid and obvious policy.

Having said that though if you’re not getting a measurable return from your time on social media then simply the time you’re putting in is being misappropriated. When the time you put in is focused toward a stated goal you know if you’ve made progress or not.  Otherwise it’s quite easy to lose an hour and then wonder where on earth you’ve been.

All this comes down to planning.  Know before you go.  What do you want social media to do for your business?  What has to be achieved for your programme to be considered a success? Who are you trying to communicate to?  Answer these questions and then spend your time efficiently taking strides in the direction of the answers.

When you see the results it will justify investing further resources and over time you will build a healthy community that contributes bountifully to your bottom line.  Remember, you don’t make money from social media.  You make money from people who use social media.

Let me know your thoughts on this in the comments.


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