Your time is valuable. As the old saying goes, time is money! Are you wasting that time and money on social media? If you're not doing things strategically, it's highly likely you are.

Here are four Sandler concepts to keep in mind when marketing your business on social media.

Work smart, not hard

Remember one of our Sandler Rules: Work smart, not hard. Yes, that applies in sales. But it applies to social media as well. Are you trying to post something several times a week and working hard to do it? Sit down once a month and write the entire next month's posts. It lets you be more strategic and usually takes less time overall.

Pay time vs. no-pay time

In Sandler, we talk about pay time versus no-pay time. Pay time activities have to be done during normal working hours. No-pay time activities do not. When are you working on your social media presence? Is it during no-pay time? Unless you have a lead messaging you during work hours, most of your social media time should be no-pay time.

Connect strategically

Who are you connecting with online? Who likes your page or follows your account? If it's your ideal prospect, then great! If not, be sure you've defined your ideal prospect, then focus on connecting with them online. It's better to have 10 ideal prospects connecting with you than 10,000 that would never do business with you.

Be consistent

Sporadically posting on social media and replying to comments only when it occurs to you doesn't do much for you. Posting and replying consistently show the social media platforms that they can trust you, so they show your posts to more people. And consistency over time is how you create trust with people too, so they're more likely to refer people to you or even purchase from you.

If you've been neglecting any of those four concepts, make a change now. Stop wasting your time on social media and start being strategic about it!