Tonight I coined the term “intention span” to refer to the amount of time that passes between intending to work on something and actually starting work.
Social media may be the leading contributor to the growth of your intention span, because it throws so many obstacles in the way of you focusing on whatever it is you mean to do.
“I’ve got to reply to that Twitter mention,” you think. “It’ll only take a minute.”
“I forgot to post that photo on Facebook!” you suddenly remember. “I have to do that before I can get down to work.”
“I owe her a comment!” you realize. “How rude it would be to overlook that post.”
If social media is your professional responsibility as well as your creative, social or expressive outlet, those rationales are even more compelling. Taking care of your social media outreach or replies is part of your “brand management” or “reputation management”.
But the reason you care about your brand or reputation is because it helps you do your work in the world. You know, the work that is beckoning to you from that Word document or Excel spreadsheet or desk full of paper, just behind the window with all the shiny tweets.
Social media will wait for you. And when you come back to it, there will be even more for you to read, share and engage with.