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I must get asked this question at least once a week: “how much time should I spend on social media?” I was thinking about doing a post on it, and then across my reader comes this answer from Chris Brogan, a godfather of social media engagement himself. Here are a few simple guidelines from Chris, who suggests breaking up your social media activity into four chunks and devoting a minimum of 2 hours a day to your social media presence.
- 1/4 for Listening – Start your day by listening and finding what the world is saying about you, your competitor, your marketplace, etc. In this space, I also count reading (reading other people’s blogs and other online materials).
- 1/2 for Commenting/Communicating – Spend time commenting and replying back to people on the various channels where they reach you. If that’s Twitter, email, or wherever you hang out, fine. In the commenting timeframe, I also include sharing. Be sure to tweet links to great articles, use StumbleUpon, Delicious, Facebook share, and all the other various tools that help people find the good stuff. In Google reader, a simple SHIFT-S gives an article a whole lot of new potential fans. In here, I might also add the act of linking in and connecting with people on various networks.
- 1/4 for Creating – Your efforts in content creation are every bit as important as your connectivity and communication. This might include blogging, making video or audio, creating email newsletters, and anything else you’re building to contribute something to the space. It might be posting those event photos in Flickr and on Facebook. Whatever it is, creating content of some kind should take up 1/4 of your social media efforts, as this is the way you get found. Search engines thrive on new content. Humans seek out new material. The more you can be helpful, the better your opportunities.
In general, these are pretty good, although I don’t necessarily think it’s practical for anyone with a full time job (even one that includes social media responsibilities) to spend a minimum of two hours a day on these sites, and it might even be damaging to your reputation if your boss or colleagues get wind of it. However, this is why it’s even more important to plan your engagement strategically.
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