Social Media the Smart Way

header woman keywordSocial media is important for communicating in 2016, but so are many other things. It’s important to make sure you keep your efforts in balance with all of your other marketing and communications efforts.

Finding the right balance of resources devoted to results obtained is key to sustainable success. Use these tips to make sure your social media strategy is sustainable.

Have a Strategy

Know why you are using social media: what are your goals and how will you get there? How will you know if you are making progress. A strategy will give your efforts meaning and purpose. It will also help you to gauge if your time on social media is well spent.

Make the Most of Your Time

It is important to keep up a level of activity to be relevant on social media. It is important to be active without going overboard. Consider:

  • Decide how much time you want to spent on social media each day/week/month and stick to it. Honor your decision. Track your time and stop when you have used up your predetermined allotment.
  • Use tools to schedule messages, find content, etc. Many tools are free. They can all help you to get the most of the time you devote to social media.
  • When you don’t have anything meaningful to share, give yourself a social media vacay. The world will go on if you skip a day.


To maximize your efforts, focus on the social networks that are used by your target audience. Snapchat may be fast-growing, but if your target audience doesn’t use it, then it is not worth your time. If your customers aren’t using Twitter but love Instagram, put your time and attention to Instagram where you know your message will be put in front of the right people.

Make Your Message Cohesive Across All Networks (aka Repurpose)

Your message should be cohesive across all social networks. A consistent voice and visual experience helps your followers to understand your brand and message.

Reusing content from one network to another is a great way to accomplish this. Use the same core text and images, tailored to the specific profile. This saves time and creates the consistency in messaging that buoys your impact.