We are all busy. That is a given, right?

Now – what we are busy with – could be debated until the cows come home. Sometimes I have met business owners who are so “busy” with things that in the scheme of things are (a) not productive, (b) won’t make a difference if its not done, and more importantly (c) someone else should be doing.

Of course, the natural inclination is to look for the easy route when it comes to social media. “What could I do with one action – that could be replicated and look like “more”?” In the context of managing your social media content – the perceived easy route is automating all of you social posting (i.e. one status update being shared on Facebook, Twitter and LinkedIn in one foul swoop…and sometimes at the same time OR automating so that all Facebook updates go to Twitter; Twitter to Facebook; or Twitter to LinkedIn).

STOP DOING THIS. You are actually wasting the little time you have dedicated to social media.

Now, I spend a lot of time on various platforms for my own social media, as well as for those of my clients and in my humble opinion – when I see repetitive posting (which is what automating is) – I feel like the business could not be bothered to think of the things I want to see from them.

By automating everything, you are disrespecting your audience who have willingly chosen to follow you because of your expertise, personality, content, tips, etc. Its almost like inviting everyone to your party and then you couldn’t be bothered to attend yourself. By completing stepping away from a beating heart…you will just encourage it to beat slower and eventually die.

What do I mean? Well, social media is an active, live environment that needs nurturing and attention – think of a small child that is hungry for information and learning..that’s what your social media accounts are like – they need information to survive and to grow. Your audience also needs to feel like someone is on the other side..listening, helping and facilitating their learning. (The learning is about you, your business and your product/service/location that you want them to buy into.)

Outcome from auto-posting: your audience will get bored and move on to another business or individual whose content is stimulating, valuable and helpful. My time is slim too – so when I see a piece of content that has been shared on Facebook, LinkedIn and Twitter all at the same time (because more often than not I follow the same businesses on all three)…I have mentally shut-down from paying any attention to them going forward.

Solution: Admit that your time is valuable, but also that your audience’s time is also valuable. Think of social media as a collaborative effort, and not one that is given to any one department or person automatically as a result of their job title (e.g. ah…this is the marketing department’s ‘problem’ to sort). Social media is supposed to show your target audience the lighter side to your business as well as give an opportunity for them to really see how good you (and your staff) are in your chosen field and how well your expertise service your clients/customers.

Businesses who have a collaborative Social Media Game Plan…stand a better chance of reaching social success. Give your staff wings (maybe the RedBull ones if you like), and enjoy watching them take your brand to new heights which you thought you never had the energy for!

Got any questions about how to be more effective in how you use and distribute your content? Do you follow a business or person who is guilty of this? Share this post with them by clicking any of the sharing buttons below.

Image kudos: konstantynov / 123RF Stock Photo