Making Time for Social Media Marketing

By Beth J. Bates, New Media Special Correspondent

I was recently presenting a workshop on social media for business and was asked the question, "How much time can I expect to spend on my social media marketing?" It's a valid question and one that gets asked all the time. Unfortunately, it's not that easy to answer.

The short answer is "quite a bit" if you truly want to keep a consistent line of communication with your customers. But what is harder to explain is that social media doesn't have to be a time suck if you spend your time wisely.

The Miami Herald ran a great article this week entitled "Make social media a business tool, not a distraction" and is one of the best articles that I've seen on the topic. Social media should be part of your marketing campaign, just like your website, e-newsletters, networking events and print collateral. So like any other task in your campaign, it should be scheduled and managed.

Here's how I do social media on a typical day. First thing, I check my Facebook and Twitter accounts for items that require a response. Then I check my email for anything requiring immediate action. This takes 15-20 minutes. Then I spend about 30 minutes writing for my personal blog, posting my short article for the day and responding to comments. Finally, I check my RSS feeds for any interesting news or blog posts that I want to read and potentially share on Twitter. So it takes me about an hour a day to complete what I consider my minimal social media marketing requirements. I do check Facebook and Twitter at other times during the day, but just to see if there is anything that I need to tend to (much like email). In the evening, after dinner, I might login to enjoy more in-depth conversations with friends, clients and colleagues.

Everyone's timeline will be different and will change as your needs change. But, as the Miami Herald article recommends:

• Set boundaries (schedule your time)
• Make it a lifestyle (have fun with it)
• Set personal limits (so you don't spend all day on Facebook)
• Bridge the gap between work, family and friends (it's important for everyone to be connected)

Beth J. Bates consults with Hinge on social media tool selection and strategy and helps its clients find effective ways to leverage these new mediums to meet business goals.