One of the most challenging aspects of effectively managing social media is the immediacy of the medium. When users – especially students, who have grown up in an era of fast, immediate, and instantaneous – reach out via social media, they not only expect a response; they expect it quickly.
For most of us, social media is not our sole role in our careers. Tweeting, posting, and messaging take up a fraction of our time when compared to the other responsibilities that we have to juggle.
In fact, one of the most frequent phrases we hear social media managers say is “I just don’t have the time,” or “That will have to wait until I can get some free time.”
Make the time. It is a much better idea to forego social media efforts altogether than to try to manage them on a part-time basis.
Effectively managing social media is a 24 hour a day, 7 day a week job. Users expect fast responses, and when they don’t receive them quickly – or worse yet, at all – they disengage from that medium. That means we’ve potentially lost a prospective student, frustrated a current student, or left our alumni grossly underwhelmed.
However, when we respond quickly – especially during non-work hours like evenings and weekends – we have the opportunity to provide exceptional service and make positive, lasting impressions on our key stakeholders.
Our advice: If you don’t have the time to spend really developing your social media presence or you aren’t willing to occasionally respond to a Facebook post or tweet during your off hours, it really is better to simply not have the accounts established in the first place.