A company without a social media presence is almost unheard of today. Consumers expect brands to be on social media. New Social Media Research Shows What People Expect from Brands. Are you prepared for the commitment? Are you making the time or do you begrudge the time spent on creating and maintaining a social media presence? Think your social media commitment is killing your company’s overall productivity?
Control your productivity: It’s about managing the day instead of the day managing you.
I run an advertising agency. Every day has priorities but within those priorities there are continuous moving parts that must be addressed in a timely manner. A social media presence is one of those moving parts. Business is not always about multitasking, it’s also about fluidity, responding smoothly and appropriately to situations and not being bottle necked by the myriad of details. It’s about making split-second decisions on whether to expedite, deal with, or delete. It’s about managing the day, instead of the day managing you. Within that framework comes managing your social media commitment.
You have to make time for social. You have to assign the people. If you begrudge the time it takes to create and maintain your social media presence then you have to change your thinking. If you can’t be joyous, then at least be jovial about this social investment. Approach it in the spirit of good fellowship. Social media is not a tangible asset; it’s intangible, but just as important as all of the other intangible assets that make up your business’s identity — your brand, your logo, your reputation. In today’s business climate social media is about social good will. It’s the warm and fuzzy aspect of business. A business without good will? We all know what happens to businesses that don’t nurture good will.
It helps to think of social media as a customer.
It helps to think of social media as a customer. Would you allow a relationship with one customer to suffer because you were spending all your time on another customer? What would happen? Would you ignore your Accounts Receivable because you didn’t have the time to follow up? Would you forget about Accounts Payable? Would you put pitching for new business on the back burner because you’re too busy servicing the customers you already have? This last is a common problem with small businesses — finding the time to get out there and land new accounts! Same with social media, for many of you it’s a question of time and how to manage your social media commitment.
Social is a demanding customer. It vies for your attention. It sucks up your time. It expects creativity. It costs you money … so plan for productivity!
Yes, social is a demanding customer. It vies for your attention. It sucks up your time. It expects creativity. It costs you money — you’re paying someone on staff (maybe more than one person) to deal with it and often those people have other responsibilities, too. Their productivity suffers. Maybe you’re dealing with social media activity yourself and as the business owner your own productivity is suffering. So how do you deal with demanding customers? Every so often in business you get one. A customer has hired you as the expert, to help them, but they’re just not listening to you. You’re putting extensive time and effort into the relationship, but the payback currently isn’t there. You see no promise or value in the long-term proposition. No business wants to lose a customer, but sometimes you have to let one go. But not social media. That’s one customer you can’t afford to let go … so plan for productivity!
Like many things in life, changing your thinking can change the outcome.
Like many things in life, changing your thinking can change the outcome. Try thinking about social as a customer. Accept that it’s a time-gobbling client, but worth the effort because the rewards are there. Accept that the return on your investment won’t be felt immediately, but when done right, it will be felt. Be patient. Remember, the currency you’re dealing in is good will. Do what you do with all other aspects of your business — plan for it. A good social media presence doesn’t require an enormous budget and if you plan for it, the time spent on it becomes purposeful.
While good will can’t be quantifiably measured, it won’t be difficult to measure your productivity, and ultimately the success of your business, without it.
While good will can’t be quantifiably measured it won’t be difficult to measure your productivity, and ultimately the success of your business, without it. Social media is about creating good will. Without good will, productivity issues will be the least of your worries. Repeat customers, new customers, brand loyalty and affection for your brand. Goodwill plays a role in all of it.
For more about productivity, read our previous blog, ‘Productivity: Write this Down’.
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