Yes, social media sucks to do.
But here’s a good way to look at it.
Social media is how some of your customers, fans, students consume their content and ideas and info. If your content and ideas and info is what they need, it’s your duty to provide it via their preferred medium.
Here’s the reversal.
If you don’t distribute your content / ideas / info via social media, they’re lives will be worse off.
So even though email is more effective, social media is important, too.
It’s your duty.
[HT to Maria Popova]