How Much Social Networking Is Enough?

28 03 2011

So you’ve decided to do some social networking. How much do you need? Does it really matter? I think it does.

Social networking is the hot topic of the day, but to be honest with you, a lot of that is hype. Don’t be sucked in by the hype. Instead, pay close attention to reality. It can be a real time suck, if you let it.

Consider that 80% of all website traffic comes from search engines, and the majority of that comes from Google. Do you really want to spend 80% of your time chasing down sources of web traffic that account for less than 20% of your base? That’s what you’re doing if you spend the lion’s share of your time on social networks.

I’m not saying don’t use the social networks at all. I am saying to use them in proportion to the promise that they offer.

If 80% of your web traffic comes from search engines, then 20% is coming from other sources. In truth, about 11% comes from social networking. So spend about that much of your marketing time and budget on social networking and put the rest into other channels.

This is where common sense and a little strategic thinking comes into play. Spend some time on social networking, but don’t let it drain your resources.

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