I joined social media many years ago because it was “the thing to do.” Everybody was doing it. Consequently, I spent hours reading other people’s status updates and articles they posted. Then, to my amazement, it was past my bedtime, I hadn’t prepared for the next day’s client, and the kitchen sink was still full of dirty dishes. I became stressed and anxious trying to keep up with online activity and run my business. It significantly decreased my productivity. However, over the years, I learned how to use social media platforms effectively and efficiently.
Define the Purpose
Go to a large shopping centre with your friends without any idea of what to buy. Chances are, you will wander around for hours and buy stuff you don’t need with money you didn’t intend to spend. Does that sound familiar? It is the same experience with social media. Before joining a platform, ask yourself why you are doing it. Will you:
- Connect with family and friends (e.g., Facebook, Snapchat)
- Learn more about a sport or hobby (e.g., YouTube, Pinterest)
- Stay in the know about your local area (e.g., Twitter, Reddit)
- Reach your ideal client base (e.g., Instagram, TikTok)
- Network with colleagues in your industry (e.g., LinkedIn, Twitter)
Whatever the reason (or reasons) you’re joining, write it down at the top of a blank page in a notebook (digital or electronic) and prepare to take some notes. It is essential to write down your results because memories often mislead us.
Make it a Challenge to Log On
Typically, people join a site and immediately download the app on their mobile devices. The app makes the site so much easier to use – and that is the danger! Many (dare I say all) social media platforms use psychological techniques similar to those of casinos. They want to keep your attention for as long as possible. I recommend that you only log in using a browser in the beginning. The extra challenge of logging on can help you focus your time on your intended purpose.
Track Your Time on Social Media Platforms
To use social media platforms effectively, not only do you need a purpose, but you need to determine how long it takes to accomplish it. So, track the time you spend on your browser in your notebook. Likewise, install a browser extension to track the time you spend on social media websites.
I know not everyone has access to a desktop/laptop computer, and they prefer using the app. In this case, check your screen time usage regularly (daily, weekly) and record it in your notebook. Alternatively, set daily time limits on each app and monitor your success using the app within your set time limit.
Set a “Try Before You Buy” Time Limit
If you want to use social media platforms effectively, set a “try before you buy” time limit. For example, give yourself a period of activity on the platform to fulfill your intended purpose. I generally recommend one to three months for personal reasons and six months to one year for business reasons. During that period, write in your notebook when you’re on the platform (day, time, and duration) and how/if you achieved your goal.
Use a Scheduling Tool
If you need to post content for your business, a scheduling tool will help you use social media effectively. You create social media posts, load them into the system, and it publishes the content to your accounts at a specific date and time. Thus, you don’t need to be always on social media.
However, it is social media, so you should engage your followers. Many scheduling tools allow you to respond to comments and direct messages within the app. But sometimes, you may have to log into the social media platform to interact with your audience.
Besides scheduling social media content ahead of time, these apps can help you manage multiple accounts because you can see all interactions in one place. You can also analyze your results to know what type of content your audience engages with.
There are many different scheduling tools. Some support specific social media channels better than others. They also have different features and price points, so it is helpful to have your purpose clearly defined before paying for a scheduling tool. Some of the more popular tools are:
- Hootsuite
- Buffer
- CoSchedule
- Meta Business (Facebook and Instagram only)
- SproutSocial
- Later
- Loomly
Another option is to hire a virtual assistant with expertise in social media marketing. That person (or agency) can manage your channels and interact with your audience, allowing you to focus on revenue-generating tasks.
Examine Your Results
Examine your results at the end of your “try before you buy” period. Look at how much time you spent using social media versus how much value (audience engagement, chats with friends, etc.) you received. Then, decide if it is worth using those channels going forward. If so, continue with your plan to use social media so it works to your advantage – giving you value without gobbling up hours of your time.
Plan an Annual Review
Over time, social media channels change. They fade in and out of popularity or disappear altogether. (Remember MySpace?) The audience on each platform changes too. When I started on Facebook, it was mostly college students and young professionals. Now, everyone from Boomers to GenZ uses Facebook. That’s why I recommend an annual review of your social media usage. Remember, your goal is to use social media platforms effectively to enhance your life. If they are no longer bringing value to your personal life or business, it might be time to move on.
Do you have questions on how to improve your productivity and reduce stress? Learn more about our workplace presentations or contact Out of Chaos for more information.
