While conducting social media training sessions I hear the strangest of stories from participants. Some are amusing, some down right scary. But I don’t think I have heard any so unbelievable as the agency that tried to sell its client on the one day work week.
This tale is true, but the names have been withheld to protect the ignorant (there is nothing derogatory about that word, look it up). While discussing the mechanisms of Social Media Optimization (SMO) in a recent workshop one of the attendees made the statement:
“Our agency advised that we should only post twice per week, but we were not happy with the level of Engagement on the posts. They then told us the only solution was to reduce posting to once per week, so that is what we did. Do you think this was a good strategy?”
During workshops I try and maintain a sense of composure and not react noticeably to any questions lobbed at me until I had time to roll it around in my brain. I do this so that everyone feels comfortable to ask any question or share any experience. Goodness knows I have been told some doozies and making a face or blurting out an expletive is the surest way of blowing that trust, but this one tested me to my limits. However, it does not matter what actions they have taken in the past, their presence in my workshop shows they have chosen to follow the light and that is worth respecting.
After a few moments of trying to hide my disbelief and contain my belly laughs, I decided I would use a metaphor to explain why my opinion might differ from their agency’s. I said:
“Imagine if you are an employee paid to produce a certain level of work and you convince your boss that to achieve optimal performance you should only come into the office twice a week. I would say you have a sweet job. Now your boss starts to wise up and comes to you and tells you that by coming in only 2 times per week your output is not as high as anticipated and considerably lower than your 5 day a week colleagues. But since you are a very smart employee you convince your boss that to increase output you needed to reduce your time to 1 day per week and he agrees. Congratulations you have just won the best job in the world lottery!”
Social Media is a resource like any other. With the proper skills and management it can deliver good rewards. There is usually only 2 situations when advised to cut back to achieve more. 1. Too much: if whatever is working for you is stressed beyond capacity and about to drop dead, 2. Too little: if the skills of the resource are lacking, the resource is not being used correctly, or the management is not qualified. Social Media Optimization (SMO) is about finding that sweet spot in between.