If you’re like most people, you get four types of email: the kind you want, the kind you don’t want (spam), invitations to “connect” on the latest social media website, and updates from your social media platforms. It’s the third and fourth categories that poses a problem: responding yes is time consuming (and sometimes inappropriate), but responding no might be taken as insulting. And the incessant nagging from these sites to respond means that a decision to ignore means you’re playing a losing game of whack-a-mole.

What is one to do? Here are two ideas that might help;

• Set a strategy for how social media fits into your overall marketing, HR, and stakeholder engagement plans. Each of your digital initiatives should have a goal, monitoring, and (hopefully) some real-world integration. If a new site doesn’t fit into your plan, then ignore it until the next planning cycle.
• Set a policy for responding to requests from each of the key social media sites that you are interested in. For example, for LinkedIn you may choose to only connect with those where you have a real-world relationship. Other sites, such as Facebook, may have a completely different policy, such as “yes” to everyone.

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