This post is written by Mirna Bard, a blogger, speaker and consultant. She serves as the social media chairwoman of the Orange County (Calif.) chapter of the National Association of Women Business Owners, and she teaches social media at the University of California at Irvine.
SmartPulse — our weekly reader poll in SmartBrief on Social Media — tracks feedback from leading marketers about social-media practices and issues.
Last week’s poll question: How much time do you spend on social media each day?
- Not more than 1 hour 21.61%
- Definitely less than 1 hour 21.36%
- At least 2-3 hours 20.10%
- Practically no time 17.59%
- Too much time 16.08%
- Not enough time 3.27%
Almost on a daily basis, someone will ask me the burning question: “How much time should be spent on social media?” Clearly, there is no right or wrong answer. But there is no way around the time commitment and dedication that social media requires. If substantial results are expected, then a substantial amount of effort is undoubtedly required.
Naturally, the time requirement is unique to each person and should be aligned with your objectives. If the 20% of respondents who say they spend at two to three hours per day on social media expressed that they were not making progress toward their goals, I would assume one of four things: They don’t have realistic objectives for the time they are spending; they are targeting the wrong audience; they are not appropriately engaging with their audience; or, they are not using the proper social-media platforms or tools.
And if the 21% of respondents who spend practically no time or not enough time mentioned that they were looking for colossal outcomes and criticized social media for being a waste of time, then I think you know what I would say. Most likely, their efforts are not congruent with their objectives.
In either of the above cases, it would be best to reassess what you’re trying to accomplish. You can’t just look at how much time others are spending and think you have to do the same. Regardless of how much time you spend on social media, the time you do spend needs to produce appropriate value.
For example, I spend three to five hours out of my laborious 12- to 15-hour workday performing various social media activities. The time I spend leads to many fruitful conversions, but this exhausting schedule may not work for others. Rather than looking at what I do, the better solution would be to determine the amount of time you’d be willing to dedicate, set realistic objectives, and continuously evaluate and tweak your plan as needed.
How do you determine how much time on social media is right for you? Would you spend more time on social media if you could, or do you think doing so would be a waste?
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We usually tell clients to start at an hour a day – and get a feel for their audience and strategy from there. In reality, every day and every user is different. If you are only broadcasting, you can spend a very little amount of time. But if you are listening and engaging and responding and researching and really taking advantage – you can lose a whole day!
I agree that having clear objectives, target market, and using appropriate tools can turn into conversions – just as it takes "time" to build a lasting relationship" offline, spending a specific amount of time online compliments the efforts to connect, build trusting relationhips which translates into sales or collaborative partnerships. When I spend 3-4 hours per day (not all in one sitting) I find that I have a chance to converse, get to know my audience, and learn about what is important to them, so I can create content, find products and services that best fits their need, and get known for being the go to person. __I have spent anywhere from 2 hours per day (very basic skimming and checking in) to 3-4 hours across various channels, only to connect real time with the right people. it's worth an investment: the time, with right intentions and objectives.
Interestingly enough, I came across this post on LinkedIn doing my minimal social media work. As with any question that begs a function rather than a finite answer the answer will depend on variables. As I see it, Social Media interaction has two major variables, The Self and The Other. In most cases "The Other" is the society in general. In some cases it is a specific individual . . . (continued in next comment)
Upon looking at this problem from this angle the answer becomes plainly clear. The proper amount of time to spend on "social media" is the exact amount of time that maximizes value for both parties involved. One should spend no more time on social media than what creates benefit for all parties involved. To this extent needless Tweets without purpose or needless comments without value create white noise. This noise is much the same as television advertisements … over time the masses become desensitized to them. Hopefully I am not violating my own rule in writing this but I think this point to be valid. In the beginning noise is noticeable and acknowledged. Over time the individuals senses tune it optimize focus on critical stimuli, that which creates value by either providing benefit or eliminating pain. This brings us back to the question at hand:
Question: How much time should be spent on Social Media?
Answer: Only as much as creates value for the whole. Everything else becomes static.
Time is the biggest excuse people use to either not start or quit social media. Too many want instant pudding or something for nothing. As you know, it simply does not work that way. Leaders invest the time required to create a capacity that their competition does not have, and by doing so force their competitors to spend time playing catch up.
I think I do not spend enough time on social media, but I try and devote some time to it every day. It has taken me some time to grasp it's relevancy to my job as a photographer but in these last couple of months I have got it. I realize that if I had this avenue to connect with my customers when I began 27 years ago, I would have been very excited, as it is I had to get out of the old ways of marketing (direct mail, print advertising) and realize that this is a great tool, but I can't just through money at it. I need to spend time with it and allow it to grow.
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