It was interesting to receive an email from a previous client this week – even more so, given the contents of the message and the relevance for all social media users.

I worked with the dynamic Luke Thomas of Spring Consultancy last year, and he’s been blazing a trail with his coaching blog ever since. More importantly, Luke is one of those rare businessmen who engages on social media platforms because he is, fundamentally, interested in people.

Their motivations, behaviours, passions and more. An excellent outlook, given his profession as a leading UK business coach.

Luke sent me a link to an article which discussed the increase of social media exhaustion – or to put it another way – the seemingly inevitable rise and rise of more social media platforms than the average online user can cope with.

The article is useful, for me, in one key way.

It defines and reiterates the importance of the message. Effective social media engagement comes down to the impact and strength of a useful message.

Social media exhaustion, I think, comes potentially from a lack of effective content and diluted messaging. We’re seeing more businesses and individuals on social media platforms than ever before – but this doesn’t necessarily mean that they are using the platforms well, or smartly, or with purpose, drive, giving solid content and powerful messages. There is so, so, so much noise.

Which leads to the next question – how do you avoid, reduce, or completely eliminate this social media noise, without exiting the platforms completely? After all, there are amazing opportunities to gain connections, increase exposure, and win business there.

Here are my top tips for avoiding social media exhaustion on the platforms you’re present – for you and your audience:

* Remember the message

If you forget the simple key message you’re trying to deliver, your social media content will become nothing more than an exercise in shouting online. We all want rapid, focused, up-to-the-minute and relevant content from trusted sources. Are you delivering?

* Remember the audience

If you forget the main reason your social media engagement is taking place – to attract and keep an audience – then it’s likely you’re going to create social media exhaustion. People are interested largely in themselves, so deliver content with them in mind.

* Remember your passions

If you forget yourself, forget trying to maintain effective social media engagement. Conveying your passions, your unique voice, your way of seeing things around you, is highly attractive to an engaged audience. Promote your passions with purpose.