I'm often asked how I find the time to what I do, which translates into: how I stay so active on social channels and especially Twitter and still get my work done.

A question for the ages…

It's not hard, really. But you have to make choices. 

Not too long ago, I read four newspapers a day, plus two entertainment weeklies and scores of magazines – I was a print junkie and proud of it. I was mostly doing publicity and I made it my business to know what virtually any beat reporter was covering whether I was working in that sector or not. 

Back then, I had four main filters – the print outlets – plus another three or four including the weeklies and CBC and CTV. That was all I needed to be 'in the know'.

Now that's changed irrevocably. Gone are the days of limited curation.

But there are some ways to stay on top of the flow.

Here are my suggestions:

1. Set up a reader (if you haven't already done that) and visit it regularly. Learn how to scan. 
2. Follow the influencers in your industry (this goes beyond marketing and PR) and interact with them.They're a great source of insightful curated information. My Inside PR co-hosts, Gini Dietrich and Joe Thornley are great examples and definitely worth folliowing.
3. Go to the source – that is, look at who the people you're following are following and check those folks out.
4. Pick some times to be active online and then stick to that. I'm usually online in the morning, at lunch and later in the day/early evening.
5. But sometimes vary when you're online to take advantage of the serendipity factor.
6. Discover people who aren't in your industry but whose tastes you like and follow their streams.  
7. Subscribe to some newsletters that aggregate stories. But not too many. If you find they're clogging up your inbox, delete them. You need to be ruthless and only keep the ones you read a few times a week or more.  This year, I unsubscribed from over 70+ subscriptions and you can't imagine how much it's lightened my email load.
8. Don't forget MSM.  There are still a lot of valuable stories and information from traditional media and online news sites. They're built to curate.
9. Pay it forward and share only the standout items you find. This is where your talent as a curator/programmer comes in.
10. Accept Twitter (or social media) zen. You don't have to be everywhere all the time so pick the channels that fit with your personality and hang out there.

The deluge goes on (and on and on). You can't stop the flow but you can learn how to filter it effectively and not feel so overwhelmed.

Do you have any tips to add?

About Martin Waxman

Martin Waxman, MCM, is a digital communications strategist. He conducts AI research, leads Generative AI and digital and social media training workshops and speaks at events across North America. He's co-founder of two PR agencies, president of a consultancy and has worked in the industry for nearly 30 years. Martin is a LinkedIn Learning instructor, adjunct professor at the Schulich School of Business and associate director of the Future of Marketing Institute. He also teaches digital marketing strategy at McMaster University. He's a member of the Institute for Public Relations Digital Media Research Center and a past-chair of PRSA Counselors Academy. He has a Master of Communications Management (MCM) from McMaster-Syracuse Universities.

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