It seems like things have been pretty quiet across the social media front for me recently, but that's more a result of all of the extra things that have been popping up with my new office that have been taking up a lot more of my time than I anticipated.
In the middle of all of this, I saw a great post from Seth Godin about Avoiding the good/great chasm. It's a short post, but it hits home about the importance of spending time on the things you really need to spend time on. His opening example about Twitter is a good example:
You can be good at Twitter in about five minutes a day. Spending ten minutes doesn't make you twice as good... in fact, there's probably little measurable improvement. To be great at Twitter might take five hours of daily effort.All the time in between five minutes and five hours is wasted. You're in a chasm with no measurable benefits.
Often I find that my clients, and, admittedly, me as well, are spending a lot of extra time on things that don't really add a lot of value to what we are working on. To truly make that extra work pay off (i.e. getting to the "Great"), we would have to dedicate far more time than we have. So instead, we try to find ways to make things more productive and less time consuming. We don't always need to be the absolute best at everything, but can get much farther by being the best at our core businesses or products to really get ahead.
If you haven't signed up for Seth's email list, I suggest you go do it now. It's one of the emails I look forward to reading each morning.