Is this working for you?

Social media. It is pervasive in our lives. A recent study done by IDC shows Facebook usership on smartphones is dominating the online landscape. Or maybe it's "eating up the time pie" as they say. Check these stats - Over the course of a week, the average number of times per day that an 18-44 year old will check Facebook is... 13.8! If you check Facebook less than that, you're below the average. Most people check their Wall/Newsfeed (82% of the visits), followed by reading or replying to your friend's posts (49% of the time). As compared to overall usage of smartphones, Facebook ranks third in popularity, trailing only email and your phone's web browser for popularity. Amazing, but not surprising.

My thought on this is, what are people doing with their social media? I mean specifically, what are most users looking to accomplish with all of this time and effort being poured into the compulsion that is Facebook? Start with this thought, what are you posting? What do you look to get out of spending this much time in a world that's online and shared amongst your family, friends, and business contacts? For the purposes of this post, Facebook is the focus, but my question bleeds into your use of LinkedIn, Twitter, Pinterest and Google+. I ask - How are you using social media and is your strategy working?

I'll start with personal use of Facebook, that's what the above referenced IDC study addresses. Do you check Facebook to see how popular you are? Do you care how many "likes" your posts receive from the friends in your group? Many people are hung on this, "What responses do I get?" For plenty of Facebook users, what happens on the popular social media site harkens back to a high school mentality - meaning they derive their perceived popularity and sometimes their day's mood based on the opinion of others. Have you ever heard or thought, "I can't believe he/she didn't comment or like my reply?" "Did you see what so-and-so put on Facebook?" It's definitely happening. What you choose to share online is a reflection of what you're thinking about. I have Facebook friends that routinely post negative information ABOUT THEMSELVES. True! Amazing as it seems, they voluntarily share their misery with others. "I have another headache today." Really? Is this newsworthy? Do you want sympathy or just recognition as being sickly? I don't understand this at all. I have other Facebook friends that post text or photos almost exclusively featuring themselves. Facebook allows for each person to be their own PR firm. You can dispense whatever information you'd like. Ask yourself or take a look at your posts and feed to determine the following - Is your information "all about you?" What part of your social plan does this satisfy? Imagine if you conducted yourself this way with your friends in person? Picture anyone saying the following in a group setting..."So, then I did this, have a look at these pictures, then I did that, see more photos, aren't I wonderful?" Hmmm. Does this constitute a "giving" mentality or a "taking" mentality? (Gut check here) It seems like the social part of this exciting media should be more about "giving" than "taking." Business use of Facebook? Same thing. You can fill your fans' walls with information solely about your accomplishments and marketing propaganda. Some do, but I doubt they have an engaged group of followers.  That "me first" mentality isn't attractive, in person or on Facebook. Take inventory - What do you offer to your friends, both personally and in your business dealings when participating in social media?

Here's what I see working best, in two segments:

1. Personally, the practice of spreading knowledge is the gem of social media. Look to share and give what you know to your flock. If each of us comes with expertise, we can lift all of those in our group by helping others. Yes, I post things about where I am, where I'm going and what I'm doing. However, most of my social media entries are me dispensing information, sharing humor, reposts of articles I've read, problems that have been solved and new things coming soon. Sharing what I know and find to help my network of friends and followers. 
2. Business-wise, I see our franchisees effectively spreading the word about their products and services with Facebook. Those that do this best aren't outwardly selling their wares, they offer relevant information, solidify themselves as knowledgeable experts in their field and transfer good feelings to their followers. The best franchisees engaged in social media are wrapped around "being the expert" in their communities. They feature local stories and happenings, even if they aren't at the center of the story. Franchisees inform their followers, keeping the mood positive and high. They give far more than they take. The selflessness that allows someone to make giving a priority pays dividends in other places and at other times. Good social communicators know this.

Have a look at your content. Question the core reasons for your involvement. If the social scene is as big as the statistics say, know why you're spending an ever-increasing portion of your day working to grow using Facebook and the other prominent social sites. It does work well if you can tailor your content to give. So many others will consume themselves with the take, take, take. Let the giving work for you.