Affinitive’s Social Media Playground

So, you’re a social marketing professional with your fingers all over the Internet, constantly tapped into the river of information flowing out on the wire. Sometimes it feels like you are sitting behind the control panel of the Nebuchadnezzar watching the matrix flow down the screen in odd characters. In the future Tweets will be limited to just one character and we’ll be back to monochromatic monitors. But even now, with our 140 characters, you can sit back in your chair and just watch the conversation unfold all around the globe. And the more you provoke that social flow, the more it teems with life. The romantic side of my brain loves the palimpsest of characters before me, the many layers that continue to connect.

Unfortunately, I have work to accomplish. And well, if I don’t get this left brain humming, that universe of opportunity will do me no good!

With Facebook, Tweets, IMs, SMSs, emails and good ole telephone calls, a constant barrage of information can consume our day leaving us myriad half-done tasks and unchecked to-dos. Here are a few ways of making sure you are being efficient and effective with your time, while keeping your finger on the pulse of the matrix:

1. Stop Multitasking – I know we always ask our prospective employees to be good at multitasking, but unfortunately it really is less productive.Want some research to support that? It’s out there.  I thought this quote nicely sums it up:“In a recent study, a group of Microsoft workers took, on average, 15 minutes to return to serious mental tasks, like writing reports or computer code, after responding to incoming e-mail or instant messages.” Fifteen minutes for a 30 second email. The moral of the story is, when you start something, finish it before you jump off to that new notification on your status bar.
2. Mind the Pareto Principle, a.k.a. the 80/20 Rule: 80 percent of the benefit comes from 20 percent of the causes. Going through your work day ask yourself, is this the most important thing I can be doing right now? Am I spending my time wisely? Don’t feel the need to be busy just to be busy, bring your focus to the 20 percent that is giving you the greatest return. Deciding what not to do may be the most important decision you can make.
3. Remember Parkinson’s Law? We learned it in college: work expands to the time available. I don’t know about you but I waited all semester to write my paper then banged it out on a caffeine-inspired all-nighter only to receive high marks. Take a look at your to-do list, what can you knock off in the matter of an hour? Do it! Then go outside and take a walk around the block to reward yourself for your hard work, and think about what you can do to capitalize on that 20 percent when you go back into the office. (A hint: if you shut off your Tweetdeck and email for that hour, you will be amazed at how much you get done.)
4. Protect the critical chain – In every process there is a set of steps that represent the minimum lead time it will take to finish a project. As you prioritize your day, keep in mind especially how your tasks affect your projects. The rule is: one minute lost for the critical chain is a minute lost for the entire system.

Last weekend, some good friends and I put this theory to work. We knew the first coat would need to dry before we applied the second coat of charismatic purple paint to the walls of my friends’ new nursery. We decided that despite the fact that we were in the middle of installing the headboard, we should stop and get the critical chain rolling…and brushing, and masking. And we finished the headboard while the paint dried, adding no net time to our day of chores. Well done team.

As you tread the river of updates, be aware of your own effectiveness. Manage your multitasking by not checking your Tweetdeck every time a post comes in. Decide when to be involved with social river and when to focus on leveraging that social river. How can we tap that top 20 percent for a bigger piece of the pie?

Please, keep me posted.

Related Links:

Why Multitasking Doesn’t Work, by Mark McGuinness

The 4-Hour Workweek, by Timothy Ferriss