I have discussed before the issue of sustainability when it comes to social media, but I think it is worth looking at again as social media engagement slowly becomes a part of mainstream marketing and PR activity and loses its ’shiny new thing’ status. The reality of business is there is always far more to do than there is time in which to do it. Whether you are running your own business, or working for an organisation, the demands upon you pile up. Anyone who has an empty in-tray or to-do list is either retired or kidding themselves.
As such, when we first started writing blogs, using Facebook and Twitter, or getting engaged with LinkedIn, it was pretty exciting. As our networks began to grow, and we started receiving comments and getting involved in conversations, checking stats, sites and networks became addictive.
But real life – the day today effort to meet demands, run your business, fulfill your responsibilities and manage your life can and does get in the way. When the shine wears off and real life continues to clamor, it can become more difficult to sustain your social media presence.
As much as we advise the continuity and consistency is key, everyone realises that unless you are fortunate enough to be able to do nothing but sit on the internet all day, it isn’t always possible to maintain your activity at the level you may have done so in the past. You may have a few days away from the computer. There may be a project which is pressing. You may have a sick child at home, or finally get the chance to go away on a long overdue holiday. A break isn’t going to destroy everything you have built up online. In fact, if it helps to refresh you and rekindle your enthusiasm, then breaks are very good things.
Using productivity tools like ping.fm can help you as well, although ensuring that you continue to stay personal is vital. When you are struggling for time, automating everything may seem like an easy solution. But you need to consider whether that automation may actually undermine the relationships you have built. Sometimes it is better just to have a breather than it is to try and force excessive information through automatic means just to stay ‘visible’.
Overall, social media sustainability isn’t an easy thing to achieve. You need to find your own level of engagement and adjust it as and when necessary. You will probably find your relationships online will be all the stronger for it.
Thanks to ryan.dowd for the image
If you like this post, why not subscribe to our RSS Feed. Or you can visit our main website at Tiger Two or follow me on Twitter or Friendfeed
