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Social Media Stop Sign

by Randall Craig on September 13, 2011

Filed in: Blog, Make It Happen Tipsheet, Social Media, Strategy, Time management

Tagged as: , , ,

How long ago did you (or your organization) start your Social Media “work”? 

Likely, a few years ago.  First came LinkedIn: you filled out your profile, asked for (and responded to) connection requests.  Then you asked for (and responded to) recommendation requests, asked (and responded to) questions, and joined a number of groups.  Then you added more onto your profile, including reading lists, blogs, Slideshare files, and all manner of other functionality.  You breathed a sigh of relief, until the next day, when you had to check what your connections were doing (and respond), check out group conversations (and respond), then check out who viewed your profile (and check out theirs).

You then repeated a similar process with  Facebook, Google+, Twitter, and other Social Networks.  It seems that each year (month?) we layer on more and more Social Media activity, all for a dubious return on investment.

Some people  – and organizations – are fighting back by exempting themselves completely from this race.  They lock up Social Media access during the working hours, have a “no Social Media” blanket policy, and pretend that the 750M Facebook users and 100M LinkedIn users (amongst others) don’t include prospective clients, job candidates, and other interested parties.  Silly.

Other people – and organizations – buy into Social Media so strongly that the Social Media tail begins wagging the corporate strategy dog.  Dangerous.

This Week’s Action Plan:  A more effective approach is to cut one Social Media activity whenever a new one is added.  This forces an evaluation of all of your activities to determine which ones are no longer pulling their weight.  At the end of the day you may decide not to cut anything, but at least you’re asking the question.  This week, identify the Social Media activity that is no longer yielding you a return.  Even if it is your favorite activity, you know what to do.  (Or rather, stop doing.)

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Randall Craig

@RandallCraig (follow me)



Randall has been advising on Web and Social Strategy since 1994 when he put the Toronto Star online, the Globe and Mail's GlobeInvestor/Globefund, several financial institutions, and about 100+ other major organizations. He is the author of seven books, including the recently released "Everything Guide to Starting an Online Business", and speaks across North America on Social Media and Web Strategy. More at and

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