Social media is growing at a frighteningly quick pace. With new social networks, features, and rules popping up every day, it can be challenging to keep up. But for people who also manage multiple social media accounts, it can also be exhausting.
No matter how experienced you are, or where you are in your career, social media burnout is a real possibility, just like with any other activity or profession. One of the most important things about this medium is participation, and when you’re burnt out, you’re off your game and your community notices, sometimes even before you do.
Consider the amount of time you spend plugged-in. Before you get out of bed you probably already know what’s in your Inbox, who’s Liked your latest Facebook update, and sent a few tweets in between stretches. There’s a fine line between enthusiasm and addiction. Both, however, can lead to fatigue.
One of the most obvious signs of burnout is apathy. Instead of feeling energized, if a once-loved activity has become emotionally exhausting, you’re probably getting burned out.
The next typical phase of social media burnout is radio silence. Whether you’re putting off responding to an email, a tweet, or relaying feedback to your team, as a strategic communications specialist you’re hurting your community and your brand’s reputation.
Social media is one of the most powerful tools in your marketing arsenal. If you use it correctly, you can create a strong personal connection with your audience and prospective customers. However, marketers often make the mistake of diving into social media without a clear plan and get burned out quick. At best, this is a waste of time, and at worst, it can lead to a PR disaster. If you’re burned out, not only is your audience not getting the support they need, but your team is missing out on valuable opportunities as well. In any industry, being able to delegate is an important quality to have. However, there’s a difference between delegating and dropping the ball. If team members are continuously having to pick up your slack because you’re burned out, you’re distracting them from their own responsibilities and goals.
In social media, it’s especially important that you’re willing to adapt and grow as the industry changes. Everyone has a routine, but it’s necessary to ask yourself if there are any habits or dependencies that are holding you back. Burnout is an undeniable sign that something isn’t working, and at the end of the day, it all comes down to your passion for the industry. Now that we have identified what social media burn out is, here are just a few social media strategies to help you overcome social media burnout.
Overcoming burnout can be as simple as taking more breaks. Physically get away from your desk more often. Unplug and eat your lunch away from the glow of a monitor. Also, set clear objectives! Focus on the S.M.A.R.T. strategy for goal setting to ensure your objectives are specific, measurable, attainable, relevant and time based. Once you set your objectives, make sure you can measure them. Find the right tools to track and analyze each one, so that you can quantify your progress. Not only will this let you know when you have arrived, it will also help you to spot problems early and adjust your course if you need to.
Try characterizing your customers and audience. A successful social-media strategy that is all about targeting the right people with the right messages. To do this, you need to understand your audience. For instance, there’s no point in targeting everyone in the 18 to 35 age group if you really want to get to upwardly mobile young professionals like us who are technology enthusiasts. The best way to do this is to create buyer personas. Sit down and create a detailed profile of your ideal customer. Start by giving them a name. How old are they? What is their income? Do they have children? What do they like or dislike? What motivates them? And so on. If you have more than one ideal customer, create a persona for each.
Now that you have a handle on your customers and your target audience, it’s time to start developing clear, concise messages. This isn’t detailed content; rather it’s the top-level set of key messages that you think will resonate with your customers based on the personas you have created. Choose two or three messages, then break each one down another level creating a simple messaging hierarchy.
There’s nothing wrong with adopting some of your competitors’ successful messaging ideas either, but also try to create original messages that set you apart. This will help you to create a unique brand voice. Don’t be afraid to get creative as your social media presence should be exciting, not boring.
Finally, you need to develop a strong content plan that will deliver engaging material. The content needs to align with your overall messaging and be appropriate for the channels you’re using. This is more than just product information! Think about how you can deliver real value to your audience. Don’t just stick to one type of media; a mix of videos, guides, infographics and other styles will engage your potential customers and audience more effectively. Also, don’t think of content as something you post once. You need to have an ongoing presence on social media, and that includes delivering fresh content on a regular basis.
If the ultimate reason for your burnout is that you’ve lost your enthusiasm and willingness to learn and try new strategies, then it’s time to think about your goals and what’s truly important to you. Burnout doesn’t have to be a negative thing. Use this as an opportunity to rediscover what makes you happy.
I hope this blog post was helpful guys! Until next time…. Peace & blessings to you all!
– Myra
thee millennialist 