How Much Time You Invest in Social Media Does Not Matter

“How much time do I need to devote to LinkedIn and/or Facebook per day?” Stop. Behind this question is a lie that is preventing your success. Wanting to know the optimal amount of time to invest in social media platforms each day is a natural desire, but having that answer won’t make social strategies produce more leads. That’s why top social sellers are putting down “hour-a-day” books and picking up a new habit: Changing the question entirely.

“How much time do I need to devote to LinkedIn and/or Facebook per day?” Stop. Behind this question is a lie that is preventing your success. Wanting to know the optimal amount of time to invest in social media platforms each day is a natural desire, but having that answer won’t make social strategies produce more leads. That’s why top social sellers are putting down “hour-a-day” books and picking up a new habit: Changing the question entirely.

Lack vs. Abundance
As it turns out, social media is evolutionary, not revolutionary and time is abundant, not lacking. Say to yourself, “I have nothing but time.” Seriously, say it to yourself right now. Try living the life of abundance for just one day and act as if you have time for social media. Play along; you just might just find yourself working differently—more productively.

Social platforms like LinkedIn are a better, faster way to get hired or locate and nurture a sales lead—if you honestly believe them to be. If you don’t, they’ll just be another “marketing channel” to react to in a very uncreative way that doesn’t increase your effectiveness or liberate you. Your thoughts manifest reality.

The harsh reality is that many of us find ourselves reacting to social media rather than getting creative with it because we’re adopting it out of the fear of being left behind by—or losing control of—customers. I know it sounds all woo-woo and kum-ba-yah, but an attitude of abundance goes hand-in-hand with generating more leads and sales; it always has.

Stop Worrying About Time
LinkedIn, Facebook, blogging … these strategies are making a difference to a select few marketers and business owners who see time as being abundant. They see—and experience—LinkedIn, blogging, educational YouTube videos, Facebook, etc., as time-savers, not time-wasters. And you can too.

“How much time do I need to devote to LinkedIn per day?” is a valid question. But when you ask it, you’re investing in lack—what you do not have. Time. But you do have time to invest in saving time, right? That’s what LinkedIn represents, after all. In coming weeks I’ll prove it to you by describing my own lead generation success using LinkedIn.

Change the Question
For now, let’s start by changing your question to: “How can I determine what LinkedIn’s purpose is for me, how I can best use it to achieve that goal in shorter time?”

More widely, you can be asking, “How can I get clear on what social media’s purpose is for my business—and how I can best use it to achieve that specific goal?”

See the difference? By asking these questions—first—deciding how much time to invest occurs naturally, painlessly and obviously as part of everyday life.

What if your purpose was to find a faster way to net a sales lead—rather than seeking out a “silver bullet amount of time?” What if your purpose was to meet the right prospect and pitch them in less time, get hired faster, have your manuscript discovered by a publisher sooner, speed up the conversion to sale process … whatever.

Make Purpose Primary, Time Secondary
Everyone I interviewed in my book said the same thing: If you want to sell with social media, start focusing on creating crystal clear business—not marketing—purpose for it before anything else. Time will work itself out. Trust in it, have faith.

Think about how you feel when you ask “How much time is this going to take?” You’re reacting, defensive. The presumption behind the question is that LinkedIn, Facebook, blogging or whatever is somehow “different.” But what if social media could be a better way to achieve a particular set of goals you have-rather than being “so different” and such a pain? It can be if you so choose.

Social media is not rocket science. The more you think it is the more you’ll believe time investment is what makes the difference. It does not. As Peter Drucker said, “Efficiency is doing things right; effectiveness is doing the right things.”

Author: Jeff Molander

Jeff Molander is the authority on making social media sell. He co-founded what became the Google Affiliate Network and Performics Inc., where he built the sales team. Today, he is the authority on effective prospecting communications techniques as founder of Communications Edge Inc. (formerly Molander & Associates Inc.) He's been in sales for over 2 decades. He is author of the first social selling book, Off the Hook Marketing: How to Make Social Media Sell for You.Jeff is a sales communications coach and creator of the Spark Selling technique—a means to spark more conversations with customers "from cold," speeding them toward qualification.

One thought on “How Much Time You Invest in Social Media Does Not Matter”

  1. The key question should be: Is a specific social medium competitive, dollar-for-dollar including ancillary dedicated setup and handling time, with the more conventional media? Let’s not confuse "What I like" with "What works best."

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