An effective social media strategy is all about balance. Last week, we discussed the different ways your social media strategy can be “too much,” and this week, we will discuss how to know if your social media is “not enough.”

What do I mean by “not enough?” Let’s start with a few anecdotal examples first:

• Are you posting on Twitter less than twice a day? Are you posting on Facebook only once a week?
• Are you using social media “seasonally?” (only when promoting an event or initiative)
• Are you restricting yourself to one platform?
• Is “posting to social media” weaved into the job description of somebody who has responsibilities elsewhere?

These are all instances of not using social media enough.

Though we’ve talked about the proper amount of times to post on each medium, it bears repeating: if you are not posting on Facebook, Twitter, or Instagram on a consistent basis, you are not using your social media enough. Each account should be updated daily, even if you don’t have news to report. Further, if you are ONLY using your accounts to broadcast an event or a product, and not using it for anything else, you are not using social media enough.

Your job is to get people to think about your brand, organization, or company for a few minutes that day. Social media is not just about the instant gratification of pushing your news and information out there and getting an immediate response. A good social media strategy plays the long game. In posting consistent, fun, engaging content, you keep people paying attention, and you give them a reason to always visit your sites. Then, it’s okay to mix in some product/event/company promotion. If you just post about the thing you are trying to sell, you will reach far fewer people than if you keep things fun and simple.

Additionally, if you are only on Facebook right now, or pinning all of your social media dreams to Twitter, you need to evaluate your strategy. Yes, I have long been a proponent of “go where your audience is” but you also have to go to where you want to develop an audience. Leverage different platforms to reach different markets!

Finally, do not, under any circumstances, make social media an “add on” to somebody already doing a full time job, especially if they aren’t in communications. If you do not have someone giving their undivided attention to social media, no matter how good they are, I can promise you that you are underutilizing those platforms. Your front line of communications deserves the attention and strategic vision of a full time social media manager.