The Cause of Social Media Burnout

Categories:Social Media

This post is inspired by Laws of Subtraction – the subject of next weeks Engaging Brand podcast.

The business book is how often taking something away is better for creating value than adding something extra. The book by May, gives the example of an artist…the creativity comes within the boundaries of the canvas..


That made me think about web overload or social media burnout…

The social web and related social marketing strategies are boundless in scope….therefore when something has no boundaries does that negatively effect the creativity?

When there are no boundaries, problems arise for both business and consumer

For the business – if you can market or sell in so many different ways, do you do a lot of work but the quality suffers? Do you spread yourself too thin? Do you become almost too creative for your own good! If the social web continues to experiment and bring in new tools – how do you keep up with the technology?

For the consumer – if there is so much choice – how do you choose? 

The answer lies in creating your own boundaries. Niche marketing to customers who you completely understand and who you target. Assessing social media to 3 filters

  1. Does this social media suit our personality?
  2. Do our target customers use this social media tool?
  3. Does this achieve our strategic goals – or are we doing it because others are doing it!

When you create boundaries then you can focus on the social media masterpiece and attract the "moaning lisa!" that is overcome with so much information… you restricting your focus, you can then simplify for the customer…delivering…

a win-win!

Anna has spent over 20 years as a Board Director at several global brands. She now runs her own company The Engaging Brand which supports business leaders who want to transition to the new social business model. She is also a speaker, writer and radio show presenter on social business, indeed her podcast The Engaging Brand has been nominated 6 years running as Best Business Podcast at the Podcast Awards. She brings an unusual mix of experience to business - she has a 1st Class Law Degree, MBA in marketing and is a qualified Chartered Accountant. This unusual mix means not just explaining the why of being social but how to turn social into a measurable business tactic to grow your bottom line. Her blog is recognised as one of the leading UK marketing blogs.


    January 15, 2013 at 9:43 pm

    “When you create boundaries then you can focus on the social media masterpiece…” – That is a very beautiful statement, Anna. Setting up boundaries will definitely help online marketers and business owners to determine how far they should go in terms of social media. This marketing strategy offers a lot, but as the old saying goes, “less is more.” And that might be the trick for this strategy to work.

    January 22, 2013 at 5:09 pm

    I totally agree with your point on boundaries being very important. Not setting boundaries for yourself will eventually make you run out of ideas, and cause you to even lower your standards. Knowing your own limits and boundaries should count as a strong point for your business because you would know exactly what you can do and how much you can do it.

  3. January 25, 2013 at 10:01 am

    Staci – I agree. The problem comes with innovation and creativity when you say everything is possible, then your mind wanders and can’t choose….like a child in a sweet shop!

    Sometimes it is about taking an idea and distilling it to its core

  4. January 25, 2013 at 10:03 am

    I also think as a leader…it is good to set limits for focus on the delivery…however for you to remain pushing those boundaries to see where to take the company in the long term.

    February 11, 2013 at 8:57 pm

    I always believe that quality surpass quantity. It wouldn’t matter how many fliers you have given out in the streets if your fliers aren’t interesting enough for your target market. It’s the same thing online. If you don’t focus on one effective way of promoting your business and ends up disconnecting with your customers, the odds are, you’ll completely lose them as well. By regularly update them on Facebook or Twitter, you’ll 110% win their loyalty, thus QUALITY.

  6. February 11, 2013 at 10:06 pm

    Kristofer – totally agree – and quality is defined as what creates value to your customers not what you want to say…thanks for stopping by

    February 27, 2013 at 1:00 pm

    I also believe in the saying that less is more. Social media, as part of the limitless world of the internet, poses an almost unlimited opportunity for businesses to promote their product. As such, in order to not lose focus, it must establish specific boundaries on which to operate its marketing strategies.

    March 21, 2013 at 8:24 am

    Getting exhausted in one’s marketing strategy is unhealthy to continue. There are so many possibilities but there are so many ways too to solve it. I hope you will get the answers from the downfall of your business.

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