Less is More
‘On the one hand, I’d be crazy NOT to invest in a social media strategy. It clearly matters. On the other hand, I’d be crazy to invest a LOT in a social media strategy. It is clearly matters a lot less than several other business priorities I have. So it’s all about optimizing. If I’m only going spend, say, 1 hour a week on my social media strategy, I need it to be a well spent hour.’
These were questions put to me by someone managing a website on top of clinical work:
- How many online communities can I meaningfully participate in with a strictly limited time budget? Is it better to participate a little bit in 6 communities or twice as much in each of 3?
- What KIND of contributions/interactions are the most meaningful? It’s very emotionally addictive to engage in debates, but is that really the best use of time?
- If my goal is to be seen to work on a reputation in a community, how is that best done? “Suck up” to people, favourably review their contributions, “like” a lot of stuff, promote a lot of other people? Promote blog posts? Be a great source of interesting links? Tell people what I had for dinner? There are many ways to participate, clearly not all equally serving the strategy!
- Which are the best communities to participate in? What’s hot? What’s most relevant to my work? What’s the most likely to last? Is it just a matter of picking the biggest?
- Should my social media strategy favour interactions with professionals or patients? I have both markets roughly equally, but social media may have quite different relevance to those two markets.
In response I would say this
Doing a little well, is far more effective than doing a lot sporadically
- Start small
- Pick something you can manage – one site, one community, one goal
- Measure the difference to your site
- Be consistent (important, so start small)
- Be genuine – one good conversation, comment, or link is worth far more than trying to be everywhere at once