Many of us spend Countless time these days on social media, absorbing it and creating it. Don’t get me wrong, I like it and use it. But how does one tame the dragon in order to have a little time left to weed the garden, fix a meal, wash dishes…or spend a little time with a physical person now and then (for the sake of argument dogs are people too)?
My son has a degree in marketing. He is teaching now at a kindergarten in China and would like to move to a different field of endeavor. He and I have been talking, when we get a decent connection, about forming a little business that does marketing: branding (he is pretty knowledgeable about this), web site development (my area), and gives a hand with printed and social media (we are both pretty good at layout, and he has language skills that would allow him to assist a Chinese or Japanese company to create well-crafted English language marketing materials). The idea is that it would give him some experience he could use to find a different career and I like playing with web sites, it’s a bit like quilting.
Our aspirations are low. We would be delighted to have two or three clients.
Where is the countless in this? I have been researching about social media. Turns out that the current ideas about marketing using social media mean COUNTLESS posts on countless platforms. There are countless posts about the ideal calendar for making those countless posts and how to create those countless posts with a small amount of content. The current social media marketing theory is old-fashioned nagging: fill inboxes and “news” feeds with you, you, you and more you. All of these posts are programmed with carefully selected words that big data knows are more likely to cause people to “click” (they call this “responding to a call to action”).
I am feeling rebellious right now, and I am not alone, I read recently that people are starting to react negatively to this constant bombardment. One of the ways you can see the rebellion starting to poke out is when the talking heads say “content is king”. What that means is: folks are becoming better at sifting the wheat from the chaff.
One humorous marketing backfire this week is that an online travel agency, the one that seriously botched up our hotel reservations, showed up in my Facebook “news” feed as a “suggested post” (see my previous post: Was it all a dream?).
I use social media (duh). It is a communication tool, I post where it makes sense based on who I am communicating with. For example this week I have not posted on this blog because I am in Palm Springs California with my grandmother, and we are visiting her friends, they use Facebook so I have made several Facebook posts related to our activities this week. At home I don’t look at Facebook everyday, here I do.
Sometimes the countless connections become a source of busy-ness. Then we have to figure out how to keep the ones that contribute to our quality of life and get rid of the rest. I think that is where many of us are in the social media rat race.
How do you deal with the countless demands of social media? Is your goal to have countless followers…or to connect with a few people you might otherwise not meet in a meaningful way?