Climbing Out of the Social Media Rabbit Hole

Erica, this was the perfect title for me today as I make my slow return back to the social media world. I will employ new boundaries and, in the case of my blog, I'm going to try to let it be less instead of more. I realize that sounds counter intuitive, but in my little corner of the world, it makes sense. I've learned a lot over my 90-day hiatus. Mostly, I've learned that this--this social media space--isn't essential. I am here simply because I miss it when I'm not. No analytics, no social element of a divinely inspired business plan. I'm just going to be here when I can be out of the rabbit hole. Because sometimes, life's events drive us back down there for our own safety.

The best part of this discussion is the fact that you know exactly what you are doing online and why. Thanks for sharing this post my friend - definitely great food for thought especially for those of us trying not to lose ourselves in the mechanics of social media.

Love this. This has been something I've been thinking about a lot recently. Quality over quantity has become my mantra for time online.

A couple of years ago, I got A LOT of flack because I don't attend the social media events in town. In fact, someone recently said to me, "Wow. You don't go out much, do you?" The fact of the matter is, I DO go out a lot and I travel a ton, but it's to meet clients and prospective clients who, unfortunately, are not the social media crowd. It's easy (and fun) to get sucked into the echo chamber, but if you're not doing business there, you have to be disciplined enough to say no. That or never sleep.

I think it is really tough to measure ROI with as much detail as some of us would like. Analytics show a lot but they don't always provide details on what the lurkers are doing/saying.

Hi Erica, I'm sure you've noticed that I'm around much much less than I used to be. Why, because I simply had to re-prioritize where I was spending my time. Since starting GrowthEffect[com] I've been even more busy. But the secret is that I've been developing the biz since about last May. I Love your suggestions about using Analytics reporting to understand key data points. That's everything. Anything we can do to be more efficient is of optimal importance. Love your vids. You have excellent delivery!

Now that I've 'liked' almost every comment w/ excellent points on time, support, networks just let me say - THIS!!!! This is why 'you' - my closest Internet friends - are seeing 'less' of me. It's not that I've forsaken you or disappeared into a sinkhole, it's that I'm trying to employ #3 - and step away from the insider's club so that I can make progress w/ point #2 (though that's been more of a "seek, but they're all well hidden" game). Like you, I've never been shy about the fact that I'm out here for business. This is work, I've put a lot of time and effort into that work; fun ride but it all hasn't 'worked' out as expected. (Blog draft pending.) I am also trying to drive traffic and interest my way, and one day when I fix my RSS [teeth gnashing expletives here], hopefully the blog helps towards that end. I'm also not letting myself feel the 'pressure' anymore; if I don't blog or tweet one week, the world actually will not tilt of its axis.. and I'm cool with that. FWIW.

Erica, I love your videos. I am constantly feeling the need to structure what I do online vs, the project work. I think of it this way: What activities can I be doing that have the greatest impact? and I truly appreciate and agree with your comment about why we are all here; to make money. Building relationships is part of doing that. Doing what you love is part of doing that. However, you make a fine distinction, and that is focusing on where your sources of revenue are. The friendships we make along the way are the icing on the cake! Did I say cake?

Erica this is great to remind people. So many people think they need to do it all when really it's a waste of time, especially if your target audience isn't there. I say this exact same thing to those who are just starting out with social media. I always end with, you need to think about how thin you want to spread yourself cause if you're going to participate there you need to do it correctly, which takes time.

Great post, Erica, and filled with wisdom. Everything about social media begins and ends with goals. If we're here just to chill out and find fun people to chat with, that's what we'll do. If we're here to build relationships with potential clients, to drive traffic to our websites where our sales message awaits, and to expand our referral networks, then we have to think in those terms while we're being social. Our goals will define everything else. I use a lot of different tools, too many to list here, but the goal is always to find my target audience(s), listen to their needs, build relationships with them, share our expertise, and drive traffic back to our website where our sales message awaits. It's very targeted, thoughtful, and deliberate for the most part, and pays huge dividends when done with our goals always in sight. At the same time, it's good to balance being targeted with just having a great time! Social media is a 24/7/365 network of networking events. Have fun, but make sure you're at the right networking events for your goals. If you're a dog trainer looking for business, don't waste your time at a networking event for people who are allergic to dogs. ;)

Great post, Erica, and filled with wisdom. Everything about social media begins and ends with goals. If we're here just to chill out and find fun people to chat with, that's what we'll do. If we're here to build relationships with potential clients, to drive traffic to our websites where our sales message awaits, and to expand our referral networks, then we have to think in those terms while we're being social. Our goals will define everything else. I use a lot of different tools, too many to list here, but the goal is always to find my target audience(s), listen to their needs, build relationships with them, share our expertise, and drive traffic back to our website where our sales message awaits. It's very targeted, thoughtful, and deliberate for the most part, and pays huge dividends when done with our goals always in sight. At the same time, it's good to balance being targeted with just having a great time! Social media is a 24/7/365 network of networking events. Have fun, but make sure you're at the right networking events for your goals. If you're a dog trainer looking for business, don't waste your time at a networking event for people who are allergic to dogs. ;)

Everything about social media begins and ends with goals. If we're here just to chill out and find fun people to chat with, that's what we'll do. If we're here to build relationships with potential clients, to drive traffic to our websites where our sales message awaits, and to expand our referral networks, then we have to think in those terms while we're being social. Our goals will define everything else!

I think many would definitely benefit from your offer to demonstrate how to use analytics to generate new content. I think keeping focused online is as important as being focused in your real life interactions and engagement. I find that when I'm feeling overwhelmed I need only check out how others are managing their time and see if that might (with a few minor adjustments) help in my specific case. Looking forward to the forthcoming examples re: analytics my friend. Cheers, Andy

Erica, I'm certainly not down the rabbit hole but, as we've discussed among many of us, there's a huge shift happening as many of us evaluate where we're at and where we're going with "online". You're always spot on (yes...pun intended) with your references to measurement and analytics, although I must admit, simply figuring out how to post something, tweak something, back something up or upgrade something seems like a never-ending story that occupies much of my attention. And I think those of us who value the friendships we've made and colleagues we've connected with also realize that, like @Marcus_Sheridan and you said, it's business first. If we're not driving business on our business site, there's a problem. So bravo to all of us who have the courage and commitment to adjust our sails as the winds shift in the direction of even more successful business growth. Cheers! Kaarina

Great points Erica. But do you know what drew my attention the most from what you said in the video? It was when you said, "I've been very upfront about my goals with this site." The reason this statement made me stop is because shouldn't that be everyone's goals if they own a business and give value to readers? Like you said, not including people looking for friendship, we shouldn't have to apologize for putting food on our tables. Yet, not withstanding, I think there are many that act like a business/money focus online is a somewhat bad thing....which is nuts IMO. Not sure if I'm making sense but I do appreciate your thoughts very much Erica, and I think your direction will only lead to more business on your end. Keep it up, Marcus

The echo chamber... you mean when you, bdorman264 and soulati write about the same topic in the same day! I was actually laughing when I got to yours because of the way my reader is setup, I actually read your three posts in a row. :) Too funny. More seriously, you all make great points. I am actually working on trying to systematize the commenting part, becoming a little more efficient and making sure I don't miss people I want to support, but also getting out to other areas. That being said, it is never ending... any plan with social/blogging has to involve limitation, and the word NO. Take care!

That's funny that you, Jayme and I were on the same wavelength this weekend. You make a good point and I think your strategy is solid in just using your platforms as a 'tool' but also allows your prospective customers know where to find you. It is certainly not the 'end all'. It was very easy in the beginning just to hang out and trying to gain credibility on the social side, but most of those people are in our bubble too and not our audience. As long as we know that and act accordingly, there is still plenty we can learn from being in social. Primarily, what is working for some and what is not. I feel good with where I am right now and hopefully you are getting there too. Glad you found your video....:)