Once in the business or entrepreneurial world, it’s all too easy to think social media is a necessity for growth. Many business owners report they feel pressure they’re not ‘doing enough’ and worry about how to ‘keep up’ with others.

In our personal lives too the reliance on technology for communication continues to widen. The simple task of returning a message now has a long list of criteria to even decide which platform to use—from Messenger to WhatsApp, Viber or Email.

Even in the wellness sector — with ample tools and knowledge — people struggle with this question. Given the complexities, it’s no wonder our stress levels are rising. What exactly is the magic formula for success then?

Earlier this month at Welltodo’s first Founder Series for 2019, the panelist’s discussion naturally gravitated towards the use of social media. Is it bad, is it good? And, how do you create a meaningful connection and build real relationships using it?

Unsurprisingly, even the panelists’ opinions varied. You don’t need to have heard Founders speak up close to know what their answers would be. All you need to do is look at their social media accounts to see what they view as a business priority.

Which still means there is no clear answer to whether social media is critical for business growth or not. With varying markets, products, services and client profiles, there is no one-size-fits-all response.

This leaves just one variable that is constant: you. As the individual entrepreneur, it’s your energy and your capacity for engaging with your audience that matters most. Particularly when it comes to protecting your own well-being.

Nobody wants to read the posts that were put up ‘just because’ the business wanted to ‘fit in’. Surveys have shown that consumers will pick up on this immediately and will even unfollow a brand as a result, as they crave authenticity.

Founder of Compare Retreats, Dervla Louli, shared some great advice at the Welltodo event. She suggested that regardless of how much or little you use social media, in your personal or professional lives, stopping to ask yourself: Am I creating more than I am consuming? will at the very least help you switch from mindless scrolling to more productive use of your time.

Given 40% of the world’s population actively use social media, and for an average of two hours each day, clear boundaries for a healthy relationship with its use could be the middle ground that will support business growth.

The use of social media, phones, and technology are an integrated part of our lives. There are distinct benefits that can help to navigate time pressures, increase automation, and create connections in ways that were never before imaginable. And, therefore, used in an effective way could also help you reduce your stress.

Dervla’s professional background is in editing and digital content too, so it makes sense that she still sees the value in using a social media strategy to grow your business. It’s her distinction between creation versus consumption that creates a healthy relationship with its use.

She has built the Compare Retreats booking portal and publication to be the premier luxury wellness and fitness retreat specialists. The company’s belief is that “retreats can improve our lives for the better and help us reach our full potential physically, mentally, emotionally and professionally.”

Clearly, in their own practices, they are seeking to also strike this balance for overall well-being, personally and professionally. Advice worth following for any business owner or entrepreneur seeking a healthy, sustainable relationship with their social media and business growth.

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