“Own Your Network”
I heard that phrase several times this week in Birmingham at Y’all Connect. It’s something I have been thinking a lot about recently.
Are we stretching ourselves too thin when it comes to social media, and are we spending too much time trying to cultivate new networks instead of maximizing the potential of our existing networks?
For example, I keep hearing that I need to be on Google Plus. That I need to build a network there. The obvious problem is, that takes time and energy. Which also means that the time I take to build a new network on Plus is going to mean less time I spend on cultivating my established network on Twitter.
Networks are like gardens, they need to be cultivated and tended to. One of the biggest mistakes you can make is to try to plant too many gardens.
We are always being told that we need to ‘be everywhere’ when it comes to social media. I disagree. I think you need to pick fewer social media sites to be active on. But if you are active there, you need to be all-in.
For the next week, I am going to focus on my network on Twitter. I won’t be on Plus, I won’t be on Facebook. You will find me on Twitter or here (or possibly commenting on another blog), and that’s it.
Where will you be spending your time next week?
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I am so glad people are having this conversation. Recently, I realized that (subconsciously) I was doing far less “building” and more “conversing” and, while maybe the Klout score was plummeting, it was refreshing. So, I’ve made it more of a conscious effort. (ex. For a week, do nothing but reply to others; or for today, engage specifically with new followers; etc.).
We’ve got to focus on quality over quantity. There’s just so much noise in the space.
Hi Kary 😉 Yes I think we need to stop trying to spread ourselves over more networks, and instead go deeper in fewer networks. Spending 5 hours building one network is probably better than spending an hour on 5 diff sites, IMO.
I’m not doing as much consulting as I used to, but every client I have started the social media conversation by asking how they can build networks on Google+, Facebook, Twitter, Instagram, whatever it is they aren’t using. I start by telling them that each new platform they add will add three hours a week to their marketing time, minimum. Since I’m usually working with small shops, they are usually relieved when I follow up by telling them that they already have the networks they need–they just have to spend that time engaging them in ways that are mutually beneficial. “Strategy & planning” versus a “new toy”.
HI Alison, I do the same thing, they ask how many social media sites they should be using, and when I tell them I would rather see them do well on 1-2 than just ‘be present’ on 3-5, you can see relief wash over them. I think too often when it comes to social media we have the ‘Fear Of Missing Out’ guiding our actions rather than logic.
Bingo. Starting the conversation with platforms or tools? Stop that. Tend to your garden. 🙂
Of course, I agree. I think it also depends on what type of audience you want? I’m no social media expert by any means, this is why I like YOU. But I do think there are different audiences for each social network. I don’t want people from LinkedIn on my personal blog, I hate LinkedIn by the way. I’m on Google Plus but haven’t quite figured its purpose out yet. I think I spend most of my time on Twitter too. It’s the cool crowd. 😉
I think Twitter is the cool crowd too 😉 I do like your point of making sure your network has the audience you want to reach.
Totally agree on this – there’s also something else that happens when you stretch too thin: you communicate a message to your audience that you can’t manage your time / are not reliable. No one’s going to tell you that, but it’s there, and somewhere down the line that impression could really hurt you.
True, if you update once a few weeks (about what I am doing on Plus), it can look bad. I think the underlying point is that too many of us let others try to tell us how we SHOULD manage our social media time, when we really know better.
I think you’re right there. Unfortunately I’m in the same boat on G+ when it comes to updating things….but I like Twitter better for the same reasons Nick outlines below.
Oh, good point Joe. I have subconsciously thought this about other people when seeing them all over the place. I didn’t even realize this until you said it.
Thanks! Yeah, there is a lot of information you can figure out from negative or non-used space….kind of a design thing, but applicable to other areas.
You just made up my mind regarding something I was mulling over. I’ve been off Facebook for about a year and a half and was thinking about re-engaging in it. I’m glad I didn’t and I will not be doing so.
I put 75% of my focus on Twitter and the other 25% on LinkedIn, I think I will keep it that way.
I feel Twitter is a better personal learning network/engagement network than LinkedIn but LinkedIn has it’s purpose as a sort of “social resume” that most companies recognize.
Glad I could help! Honestly, I would probably be better off doing the same, spending time on LinkedIn versus Plus, I think. But I really want to re-dedicate myself to Twitter. I think if you can see definite results from one site, THEN you can afford to start experimenting with a second one. At least that’s my current plan 🙂
I still do enjoy Google+ though, mostly for entertainment value when every other source of reading/learning for the moment has been exhausted (very rarely lately).
You’re right Mack. Your title hits the nail on the head.
I have liberatingly realized myself the past 6 months that I can manage about 3 – 4 channels and email is included in there.
The one channel I love most, G+, is the one that I am finding most difficult to build momentum on. I believe long run it holds the most potential for me both on a personal and professional level but the transition is difficult.
Limping along like a bird with a broken wing does nothing for me. I’d rather not have any presence on a channel, than a half-hearted account somewhere just in order to hang out a shingle that says “I’m here (too)”.
I am truly impressed though by individuals who thrive on multiple channels, especially when they are consultants or solopreneurs who rely on themselves to do all the interacting ( as opposed to a company or someone who has a team working for them)
Would love to know their secrets to success 🙂
I want to know their secrets too!
I think part of the transition in picking up a new channel should be to utilize some of what’s working for the existing channel (say Twitter) and utilize it on the new channel (say Plus).
For example, I know that sharing a lot of content on Twitter works to build engagement via RTs and discussion around the shared links. The same can work on Plus. Although I think the type of content shared probably differs a bit, being that certain types of content (possibly more tech-oriented) yields more engagement.
But here’s the thing: We are all social media early-adopters, we are all well-versed in using these tools, and even WE are struggling to make complete sense of how to use them all effectively. I think that constant ability to learn more and better improve how you use social media is what makes these tools so fascinating and frustrating, all at the same time!
I agree Mack. I think you’re right about the approach and there is definitely crossover.
I think one of my issues was running into variation and type of content per channel so I have been experimenting on not just organizing content by topic, but also content for a channel using (of course) Paper.li and Feedly to help me do this.
I’ll let you know how that goes!
Hey Mack, great post and something that needs to be constantly revisited. I have been “preaching” this same thing in my workshops over the last 3 years. Each platform is a tool. Find which one works for you and don’t spread yourself so thin.
I basically spend a lot of time on Twitter and Google+. I do spend some on Facebook. Should everyone do the same? No. I do it because it works for my business and is a huge part of it. And I make the time because it works for me. Would I be destroyed if one of these ceased to exist? No.
Again, I so get what you are saying. In fact, I have done a workshop called Making Your WordPress Blog Your Social Hub. And that’s exactly what I do. At the end of the day I drive everyone to my blog. It’s my home, and where my readers and followers will always find me.
cheers!
Hey Bob! I like the idea of the blog as your central hub simply because that’s space that you control! I also want to explore using Twitter mainly but also a bit with Plus. Facebook is really where I keep up with a few friends that aren’t on Twitter 😉
Overall, I want to spend more time being more deeply invested in FEWER sites. As you said, ever-evolving 🙂