--- title: "Social Presence: Keep Things Focused" id: "17370" type: "post" slug: "social-presence-keep-things-focused" published_at: "2013-05-10T22:05:46+00:00" modified_at: "2026-11-09T19:03:53+00:00" url: "https://associationsnow.com/2013/05/10/social-presence-keep-things-focused/" markdown_url: "https://associationsnow.com/2013/05/10/social-presence-keep-things-focused.md" excerpt: "Instead of keeping a presence on every social network, you should instead stick to what you’re best at. Also: If your organization is going through economic changes, make sure your CIO has a seat at the C-Suite table." taxonomy_category: - "Marketing / Communications" taxonomy_post_tag: - "AssociationsNow" - "Marketing" - "Membership" - "rebranding" - "Social Media" taxonomy_content_format: - "Article" taxonomy_role: - "Association CEO / Executive Director" - "C-Level" - "Executive Team" taxonomy_persona: - "Executive Leadership" --- [Home](https://associationsnow.com/) » [Articles](https://associationsnow.com/format/article/) » Social Presence: Keep Things Focused With all the buzz about social media, it’s easy to fall into the trap of wanting—and trying—to get your message out using every available channel. But don’t be afraid to take a step back. It’s OK to be picky when it comes to your social output. More in today’s Social Media Roundup: ### Whittle Your Social Presence > 14 Best Practices for Long-Term [#SocialMedia (opens in a new tab)](https://twitter.com/hashtag/SocialMedia?src=hash&ref_src=twsrc%5Etfw) > Success: [http://t.co/yCCOdgOXac (opens in a new tab)](http://t.co/yCCOdgOXac) > via [@mashable (opens in a new tab)](https://twitter.com/mashable?ref_src=twsrc%5Etfw) > [#assnchat (opens in a new tab)](https://twitter.com/hashtag/assnchat?src=hash&ref_src=twsrc%5Etfw) > [#association (opens in a new tab)](https://twitter.com/hashtag/association?src=hash&ref_src=twsrc%5Etfw) > [#smallbiz (opens in a new tab)](https://twitter.com/hashtag/smallbiz?src=hash&ref_src=twsrc%5Etfw) > > — Team Slice Works (@sliceworks) [May 10, 2013 (opens in a new tab)](https://twitter.com/sliceworks/status/332904011609014273?ref_src=twsrc%5Etfw) **Don’t try to juggle *all* of the social platforms out there.** Instead, choose the right channels for your association’s message. You’ll be stronger for it, says Altimeter Group principal analyst Brian Solis, [in a piece for Mashable (opens in a new tab)](http://mashable.com/2011/04/28/14-best-practices-for-long-term-social-media-success/) . “Create the number of channels that meaningfully extend the focus of your business. Only create channels that enhance the brand message without diluting it. And make sure you have the capacity to keep all the channels relevant,” Solis explains in his roundup of best practices. If his insights intrigue you, [check out what he said about big data](http://associationsnow.com/2012/12/brian-solis-the-coming-flood-of-member-data/) at ASAE’s 2012 Technology Conference & Expo back in December. *(ht [@sliceworks (opens in a new tab)](https://twitter.com/sliceworks/status/332904011609014273) )* ### Your CIO’s Input Matters https://twitter.com/ThadLurie/status/332882006310518784 **Even though many CIOs aren’t involved** in executive-level decision making, they’re nonetheless essential to an organization’s efficiency. But the role of the CIO is changing as organizations go through economic transformations—and that’s a good thing. “Economic performance for organizations whose CIOs were part of the overall development of strategy outpaced that of other organizations by a scale of two to one as discovered in our *Economist* and *HBR* studies,” says Jim Stikeleather, the executive strategist of innovation for Dell Services, explaining [how CIOs can be more involved in an organization’s decision-making (opens in a new tab)](http://blogs.hbr.org/cs/2013/05/three_ways_cios_can_connect_with_the_c-suite.html) . How much do you involve your association’s CIO in strategic decisions? *(ht [@ThadLurie (opens in a new tab)](https://twitter.com/ThadLurie/status/332882006310518784) )* What’s on your mind and in your social feed? Let us know in the comments. (iStockphoto/Thinkstock) [Anita Ferrer](https://associationsnow.com/author/anita-ferrer/) Anita Ferrer is a contributor to Associations Now. [More articles by this author](https://associationsnow.com/author/anita-ferrer/) Tags: [#Marketing](https://associationsnow.com/tag/marketing/) [#Membership](https://associationsnow.com/tag/membership/) [#rebranding](https://associationsnow.com/tag/rebranding/) [#Social Media](https://associationsnow.com/tag/social-media/) **Stay Informed** [Subscribe to our free newsletter](https://associationsnow.com/newsletter/) , *Associations Now Daily News*, to find out what’s happening in the association world every business day. ## You Might Like - [ArticleTime for a ChangeOctober 20, 2026](https://associationsnow.com/2026/10/20/time-for-a-change/) - [VideoRecap from the 2025 ASAE MMC+Tech ConferenceMay 19, 2025](https://associationsnow.com/2025/05/19/recap-from-the-2025-asae-mmctech-conference/) - [VideoSneak Peek: Highlights from Day 2 of the 2025 ASAE MMC+Tech ConferenceMay 14, 2025](https://associationsnow.com/2025/05/14/sneak-peek-highlights-from-day-2-of-the-2025-asae-mmctech-conference/) - [VideoDaily Recap: Day 1 from the 2025 ASAE MMC+Tech ConferenceMay 13, 2025](https://associationsnow.com/2025/05/13/daily-recap-day-1-from-the-2025-asae-mmctech-conference/) ## Comments **Comments are for ASAE members.** [Learn more about comments on this site.](https://associationsnow.com/comments/) [Log in](https://associationsnow.com/login?redirect_to=https%3A%2F%2Fassociationsnow.com%2F2013%2F05%2F10%2Fsocial-presence-keep-things-focused%2F%23comments) to your member account or [join ASAE](https://my.asaecenter.org/select-a-membership-type/) !