A pastor I used to know would visit as many business functions as he could during the week. He wouldn’t stay long in any single place, he simply made an appearance for a short time to “have a presence” and engage in a few small talks.
Of course, there was the occasion where he would be speaking or called on to say something – he’d stay longer for such times as those. And there was one “lunch” club he would attend the full hour no matter what.
He told me it was like planting seeds. Go in, say hello to a few familiar faces and introductions to a few strangers, ask a question, listen with a smile – and leave.
“Having a presence is better than being there all the time for the whole time – and it’s also better than never being there at all.”
We can do the same with social media. As a business owner, your day is plenty full, yet a post here and a status update there will go a long way to building an inventory.
You may want to focus on one or two social platforms as a cornerstone (much like this pastor did with his “lunch” club), and then short, occasional posts or engagements elsewhere.
I’m not suggesting an “active” presence everywhere (that would be omnipresence), but an “apparent” presence. And you don’t need to spend hours on a network… do like my pastor friend – simply make an appearance.
It’s better than never being there at all.