If you own a small business it's probably a good idea to engage in some type of social media to get and keep the conversation going. When I first started out, my blog was my main way of getting the word out about my products. I then created a Facebook page and joined Twitter. I mostly cross-posted and occasionally tweeted my new items on Etsy. With this method I succeeded in gaining new customers and spreading word about my shop. People began to associate me with fabrics and the shabby chic lifestyle. My blog was (and still is) by far my most loved way of spreading the news. Well things certainly have changed since the early days with ever more social media sites flooding the internet.
Ever since I opened a business account on Instagram I have to admit that I am glued to my phone. Instagram has turned out to be a great business tool for me and I have gained new customers on there that I wouldn't have reached otherwise. But I also know it's so easy to get sucked into that virtual reality and get sidetracked. As a highly sensitive person I'm often overwhelmed by the sheer mass of information. Plus Instagram is such a highly curated site aiming for perfection. I do at times feel the pressure of posting ever more beautiful and "styled" pictures. As for Twitter, I liked it a lot better when there wasn't an option to post pictures and videos along with the message! Between Instagram, Twitter, Google+ and Facebook it was simply too much. It felt like mental overload. I felt drained, because that's what social media fatigue does. It robs you of your energy, motivation and creativity. At one point I didn't even feel like blogging anymore. Not a good feeling!
I definitely needed to change something, so I contemplated how to remain sane while still reaping the benefits of social media for small business owners. I have been adhering to the following steps for several weeks now. Check out my suggestions (requires a bit of self-discipline).
Set up specific times during work hours for social media
Example: I post one photo to Instagram in the morning and answer any inquiries I may have received via personal message. I check my feed for a maximum of 15 minutes.
Around midday, I check my post and reply to relevant comments. I do this again at around 5:30 pm. I do not engage after 8:00 pm, because that is my winding down time.
I may post business related information to my Facebook page. Plus I hardly ever open my personal page, unless someone tags me. I may also tweet about my products, but no more than twice a day. Once a day I pin images to my Pinterest boards, but don't remain on the site longer than 20 minutes. Also, last year I cancelled my Snapchat account, since I don't like telling "stories". It seemed a bit pointless as a business owner.
Conclusion: I find my business doesn't suffer if I'm not on social media 24/7. If your products / services resonate with your target audience they will remain loyal. Sticking to this routine really frees up time to concentrate on actual business.
Customize your social media feed and focus on those that generate new leads
Example: by muting certain hashtags and / or phrases I've cleaned up my feed on Twitter. This helps to get the information I want in my home feed while eliminating the junk. Some weeks ago I began unfollowing accounts that I feel aren't relevant to my business and goals. What a relief! I already feel more energized. I try to focus primarily on my blog which allows me to write about my products in detail and show large images, and Instagram. Since I haven't generated real business from Facebook in ages I limit my time there. Pinterest is fun, but there's no real activity that leads to sales. It's more of an inspiration site, although it still refers a good number of visitors to my blog. However it may be different for others. I know some business owners who generate a lot of business on Facebook only.
Conclusion: It helps to analyze the sites. Then choose the top three to focus on. It is not necessary to be present on all social media sites. Also, choose who you follow wisely. Popularity does not automatically equal great content.
Go offline at least once a week
Example: As an online seller it's difficult to switch off, but for the sake of my mental health I have made it a point to go offline one random day during the week. I use this day to re-group, take a walk, connect to my passion, read, try out a new recipe, create, daydream...
Conclusion: Nothing dramatic happens when I'm offline for a day! Go ahead, try it :)
I do believe that moderation is key to everything! I hope these tips are helpful to any small business owner going through a similar experience or as a preventative measure. Thanks for reading along!
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