read online (by Eric Fischgrund, Senior Account Executive at Beckerman)
For public relations professionals, especially those just now dipping their toes into the Web 2.0 waters (which should be all of us), social media presents a challenge in terms of time management. Between the thousands of social media venues and the countless tools used to manage them, it's easy to see how even the most experienced and savvy public relations professional can lose track of time.
Time management is an important aspect in handling any work-related task, and social media needs to be viewed as one such component. As the world of public relations expands to include and embrace the digital wilderness, public relations professionals must adapt if we want to continue working in the industry. The follow are some general rules to live by:
Identify Your Audience.
It is always important to focus on what works and what doesn't. Let's say your client has a great blog connected to their website where original content continuously goes viral. Let's also say their links are often retweeted and they are thriving off of the new business that is coming in from LinkedIn. So why are you spending a third of your social media efforts promoting this client on Facebook? Their company fan page only has 77 fans!
Spend the time where it is most productive. Respond to some more LinkedIn requests or cut another blog post. Sure, you can post the link to the Facebook page and respond to online commentary, but if your audience isn't engaging you on Facebook, you should be focusing your social media efforts elsewhere. Picking and choosing successful social media efforts over questionable or ineffective strategies is an important start to coordinating how you manage your time.
Set Goals.
Before creating a Twitter handle, YouTube stream or Facebook fan page for a client, you need to ask yourself, "What am I trying to accomplish?" Of course, your social media presence should be reflective of your client's company/industry, whether it's business to business, a consumer product, a non-profit, etc. Do the research. Do you want a large, general fan base where any member/follower/subscriber is considered a plus, or do you want a refined audience whose business interests are similar to your client's? Is generating discussion/feedback and establishing the company representative as a thought leader important? Are you looking to connect with the investment community and generate a buzz among everyday traders?
By identifying the results you're looking for, you can pick and choose what social media venue you need to use, and how much time you should be spending on it. Set initial goals such as gaining 500 Twitter followers in the first month, initiating three productive discussions on Facebook or connecting with 10 target individuals on LinkedIn. By setting/reaching your goals, you create metrics for time spent, thus enabling you and your team to continue raising the bar.
Stay Focused.
OK, this is the hardest one, at least in my experience. Just as with web surfing, what started off as a focused work task can end up 14 browser windows later as watching YouTube videos of soccer highlights from 1986 (obviously I'm telling you this from personal experience). If you're looking for content to post, individuals to connect with or companies to follow, you should be doing so without distraction. Gameplan specifically what you are looking for and seek only targets that fit that criteria. Another tip involves using a timer. Set aside a certain percentage/portion of your workday to devote to a certain task, and set the timer. When it's over, no extensions and no overtime – move on. Most of us have different tasks, as well as different clients, that require a consistent focus. Don't handicap your efforts by becoming distracted!
As with anything else, time management for social media revolves around a plan, execution and self-discipline. With social media becoming an increasingly important function for PR pros by the day, it is essential manage your time efficiently. By implementing a system that integrates social media into your workday while still maintaining a high level of productivity for both you and your clients, you too can succeed in the social media frontier of 2010.
A graduate of Shippensburg University in Pennsylvania, where he obtained a degree in communications with an emphasis on public relations and print media, Fischgrund is a senior account executive at Beckerman. He currently manages online conversations, including blogs, online forums, interactive communities and social networking for clients in the consumer, green technology and non-profit sectors. Follow him on Twitter - @efisch.