How Much Time Should You Spend on Social Media?

I’m sure you have asked this in your work. Just know that you are not alone!

I honestly can say that I love this question, because it lets me give advice, which I pretty much live for, and I can get on my social media soapbox, which I also enjoy!

You know that I love to answer these kinds of questions with – IT DEPENDS! (Kind of a cop out answer, you may think. But wait.)

What are your goals with social media?

Let me explain WHY exactly it does truly depend on your unique nonprofit, your goals, your staff capacity, and your resources.

I am assuming that you are spending time using social media to find success – whatever that may mean to you.

Success on social media requires three main actions:

1) Dedication

Social media success is a marathon, and not a sprint. It requires thought, strategy, and most importantly, consistency.

Showing up even when no one else does. Listening to conversations. Sharing great stuff that your audience will love. Creating original content that your audience will love. Knowing who you are speaking to, and speaking to them every single day.

2) Diversity

I do believe that less is more on social media. Do one channel well before jumping onto the next shiny thing. That being said, you cannot put all of your eggs into one social media platform basket. Remember Myspace? And Vine? And Blab?

It’s important that you choose the channels that are right for your audience. Then, go into these channels, spend time there, learn the language, the etiquette, the culture, and leverage it in an educated, strategic way.

3) Dynamic content

Creating great, original, unique, valuable posts, tweets, videos, visuals, etc. all designed specifically for YOUR audience. What do they want to hear more about? Why would they follow you? What’s in it for them?

Do not simply automate. Yes, you can repurpose content. But real success on social media requires being active and present, learning about the audience there, and designing a good experience for them that they can’t get anywhere else.

How much time will it really take?

You need to spend time every day working on these 3 actions for each social media platform where you have a presence.

So, ask yourself honestly – how much time will this really take?

For more on this, join the Storytelling Summer School.

John Haydon