I’ve been seeing the term “social media fatigue” quite often lately. It’s really a curious term because social media doesn’t seem on the surface to be particularly “fatiguing.” I do certainly understand it however and believe I’ve felt this fatigue from time to time. No one likes to feel fatigued, so I think it’s important to understand why we start to feel this way, and what the remedy is.
When talking about social media fatigue, I’m referring to it primarily from the standpoint of personal use of social media. Business use of social media has different aspects to tackle when it comes to this particular topic.
Here are some important areas to address when it comes to social media fatigue:
One of the key areas that brings about social media fatigue is simply being involved in too much. Unless one can participate in social media 24/7, there are realistically only so many hours in a day to effectively devote to it. Yet, how many people feel the need to be involved in every possible platform that comes out? Time and situations vary, but for the average person one or two platforms are the limit for devoting large amounts of time. That’s not to say one can’t have a presence on other platforms, but we should realize our attention and effectiveness on those will be limited, and then lower our expectations as to our levels of engagement.
For me, Twitter is one platform I get more from and spend more time on. Google+ is another that I’m newer to but have interest in and see some potential. I spend most of my social media time on these platforms. I have Facebook and LinkedIn profiles, but don’t spend as much time at those sites. You likely won’t find me on Pinterest anytime soon. Although the platform is very hot right now and looks interesting, it is simply outside my focus.
Nothing drains energy and brings about fatigue like having to measure up to someone else’s standards on social media. Forget about influence and Klout. Being you is a much better option and will help stave off fatigue. Resist the temptation to copy what others have done, for the most part. It’s quicker and less fatiguing to do what comes out of your personality.
On those one or two platforms of focus, learn everything you can do with them. Try their latest and greatest features. Become a super user. That will help keep things fresh and tap into your creativity. By doing this you’ll derive new value from the platform that will help keep things interesting.
Adding value to the experience of others is a great way to avoid fatigue. Try and focus more on what you can give versus what you get. In the long-term I’ve found this much more rewarding and energizing. The learning and engagement will still be there for you, but expectations will be better aligned with your overall experience.
Participating in social media can be a very fun and rewarding experience. We certainly don’t want to allow something like fatigue to diminish our productivity in this area, or worse, let it drive us to quit altogether.
It’s your turn. Have you experienced social media fatigue? How have you countered it? Share a comment below.
Author: Steve Sonn
Steve Sonn is the Principal of S2 Marketing Communications. He has more than 25 years of marketing and PR experience with health care and business-to-business companies.