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The Benefits of Having a Social Media Routine

May 19, 2009

For some, the social media routine can be a “when I have time” agenda. When there are tangible business meetings, phone calls, e-mails and investors to interact with, making time for social media can be hard.

In today’s business world, many companies understand that if they are not present for the conversation, people will gladly speak on their behalf. This can be a scary idea for those who do not know the social media world.

Since you are interested in seeing how your company could get involved with social media, you’ll want to be able to dedicate some time to get familiar with the best tools.

A blog, Twitter account, YouTube channel, Flickr account are a great start to a social media plan. But soon after you begin using these tools, the Return on Investment (ROI) question will show up, and you’ll need to be able to show how you use these tactics to accomplish your objective. [Goal: Objectives: Tactics]

John Jantsch of Duct Tape Marketing writes in a blog post about an important concept when using social media tools: establish a routine. He knows where the conversations are happening around his company, and has figured out how much time is needed to stay involved in the conversations.

Jantsch typically checks his Twitter account and blog for comments twice per day, including sending quick responses to only the pertaining mentions of his company. This could take anywhere from 15 minutes to 1 hour or more, depending on what kind of online dialogue or advertising are happening with your company. There are other tools that Jantsch uses, and you can read more about his routine on a blog post here.

The important thing about social media is that you do not create accounts, begin dialogue, and then leave the conversation. It is better to not be involved in the conversation rather than participate infrequently.

Brian Solis has a conceptual map called The Conversation Prism. This image shows howconvoprism most of the social media tools are used. I would recommend spending some time to get to know the tools on this chart, and figure out what is best for you and your company’s demands. Only you or your PR firm can define what tools are right for you to follow the conversation around your brand.

Social media will not be a viable tool unless you are committed to a consistent routine. Also, if you do not enjoy using social media, find someone (or hire someone) who will enjoy facilitating the social media use for your company.

Scott Cornthwaite


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