A friend asked me recently if I’m on Pinterest, the hot, new social network where users “pin” products, places and articles they like to Pinterest and explore the feeds from their friends. Confession: I’m on Pinterest and I have pinned exactly one thing as of this evening: a beautiful photo of Angkor War in Cambodia.
Yeah, I know, I blog about social media. I’m supposed to try out everything new, but the truth is, I’m suffering from a bit of social media fatigue. I tweet every day (most days anyway), I do a weekly YouTube interview, I blog for Matrix Group once a week, I blog occasionally as a mom, I post to Facebook personally and for Matrix Group, I try to post to my Google+ page, and I write for several other blogs. Today, there simply isn’t room in my schedule for another nifty site.
I’m not alone. A recent study by JWT Singapore found that “50% of young adults find it too time consuming to keep up with all their social media commitments.”
And yet, 94% of marketers say they use Facebook in their marketing efforts, 74% use Twitter, 41% use blogs and 30% use YouTube.
It’s clear that social media across a multitude of platforms is here to stay. So how do we, as marketers, prevent social media burnout? Here are some suggestions:
- Create an editorial calendar that details the topics and themes you want to post about. This prevents a lot of wasted time worrying about what to blog or post about.
- Develop a reasonable schedule. If you are on social media sites for business, it’s okay to NOT post on the weekends. And if you can’t tweet 10 times a day or update Facebook every day, scale back to a schedule you can manage and stick to.
- Test out new platforms one at a time, at your own pace. Even though new platforms are coming online every day, you don’t need to be on every single one, unless you have the time and inclination. I like to try something new every few months; it takes that long to figure out how it works, what it’s good for, and if it will work for us or our clients.
- Abandon platforms that aren’t working. For example, just because 200M people and businesses are tweeting doesn’t mean that you should be, too. If Twitter isn’t meeting your business needs, you’re not getting enough return, or you haven’t figured out how it can be useful in your marketing toolbox, stop using it for a while and evaluate whether your time could be better spent on another platform.
- You don’t need to be on social media, all the time. I used to beat myself up when I missed tweeting for a day or two. Today, I realize that’s just part of the ebb and flow of my day and frankly, I don’t think my followers notice if I miss tweeting every once in a while. If I stop tweeting altogether, that’s a different story.
How about you? Are you suffering from social media fatigue? What are you doing to combat it?