Despite the iconic 1950’s ad for Brylcreem, “A little dab will do ya,” just doesn’t work with social media. Dabbling can actually hurt your brand, as your audience may feel ignored.
Besides being in the right places at the right time, you must be there with the right stuff. For my own blog, I’ve found that subject matter trumps time of day/day of week any time. I’ve mentioned the importance of having a content strategy* many times, and it’s probably the most important way to keep your social media program on track. In other words, if you have a plan, and dive that plan, you’ll get somewhere deep. Not shallow. Not dabbly. Deep.
important. It doesn’t mean you must do social media to the exclusion of everything else. It’s one tool in a comprehensive communication strategy. You can see from the chart above that it can mean as little as 12 hours/week. It’s a reachable goal. Reach.
*For recent Clairification posts on the importance of content marketing for organizations, see: