Few professionals weresitting at their desks in 2004, eyeing the empty slots in their calendars andwishing that somebody would just invent a new way of communicating to fillthose long and lonely minutes. People's calendars were already full.
2004年時，很少有專業人士坐在辦公桌前，將目光投向他們日程表中的空格，希望有人會發明一種新的溝通方式，來填補那些漫長而孤獨的分分秒秒。人們的日程表早就填滿了。
Social media demandedattention. It had to be put into the rotation, but that doesn't mean we tooksomething else off our calendars to accommodate it. Instead we just added it tothe marketing teams' tasks, challenging them to figure it out until they couldmake a business case for hiring full-time social media staffers.
社群媒體需要人們的關注，需要被納入日程表中，但是，這並不表示我們要從日程表中刪掉別的事情，納入社群媒體的相關工作。在分配社群媒體的相關工作時，我們目前只需要把它加到行銷團隊的任務中，要他們設法處理，直到他們有正當理由為業務需要，才聘請一些全職員工處理社群媒體事宜。
Flash forward a decade, and any organization with serioussocial media ambitions has those full-time staffers. They've expanded teams andreassigned resources by eliminating now-deprecated communications channels.(Paper newsletter, anyone?)
再過個十年，任何對社群媒體懷有遠大雄心的組織都會有全職員工處理社群媒體。他們已擴大團隊，並重新分配資源，淘汰已棄用的溝通管道。（紙本的新聞通訊，有人要嗎？）
For individuals however,it's harder to expand and reassign resources. What are the rest of us takingoff our plates to make room for the time we spend on Twitter, LinkedIn andFacebook? Not much.
然而，對個人來說，擴大並重新分配資源其實更加困難。工作之餘，我們會放棄什麼事情以騰出時間，花費在推特（Twitter）、鄰客音（LinkedIn）和臉書（Facebook）上？沒有多少。
If social media is worthdoing, than it's worth making time for. Anyone who's spending more than an houra week on Twitter, LinkedIn or Facebook has presumably made at least asubconscious calculation of the benefits of participating (or better still, anexplicit set of goals for what they expect to accomplish with the time investedin social media usage).
如果社群媒體是值得參與的事情，那麼就值得為它騰出時間。任何人如果每週花費一小時以上在推特、鄰客音和臉書，大概至少已在潛意識中計算過參與的好處（或更棒的，他們已設定一套明確目標，希望以投資在社群媒體的時間去達成）。
But all too many of us decide that social media is worthdoing without deciding what is worth giving up for it. And unless you're one ofthe miraculous few who does have plenty of empty space on your dance card, youmust give something up in order to make time for social networking.
但是，許多人斷定社群媒體值得參與，卻沒有決定值得為它放棄什麼。除非你是非凡的少數人之一，有大量的空閒時間，否則為了騰出時間給社群網絡，你必須放棄某件事情。
How do you decide what toeliminate? You can prioritize what to keep and what to retire by answeringthese questions:
你如何決定要放棄什麼？藉著回答下列問題，你可以優先考慮要保留什麼，以及要放棄什麼：
What am I learning from social media? If you use social media as a news gathering, training or learning resource, ask which of your prior news tracking or learning activities can be retired. If you're now reading 10 blog posts a week on professional best practices, maybe you don't need to attend that annual training workshop anymore.
我從社群媒體學習到什麼？如果你使用社群媒體做為蒐集新聞、培訓或學習的資源，就要問自己，你先前的新聞追蹤或學習活動，有哪些可以不必做了。如果你現在每週閱讀十個部落格的發文，討論的是專業上的最佳做法，那麼也許你再也不必參加一年一度的培訓研討會。
Who am I meeting through social media? One of the great rewards of Twitter, LinkedIn and other professionally rich networks is the discovery of new colleagues or the deepening of professional conversations and ties. If you're consistently expanding your professional network through the time you spend online, consider scaling back the number of face-to-face networking events you attend in order to build out your rolodex (and why don't you retire the rolodex while you're at it).
我透過社群媒體和誰會面了？推特、鄰客音和其他專業資源豐富的網絡帶來的豐厚報酬是發現新同事，或專業上的對話與關係能夠更深入。如果你藉由花時間在網路上耕耘，持續擴大你的專業網絡，那就應該考慮縮減為擴大人脈網而去參加的面對面社交活動
Who am I reaching through social media? Blogs, Slideshare, YouTube videos: social media provides an extensive array of opportunities for sharing your ideas and building your reputation. That may allow you to reduce the other kinds of reputation-builders that formerly filled your schedule. You may still get value from presenting to an audience of a thousand, but are you better off speaking pro bono to a room of 25 people, or writing a blog post that will be read by 250?
我透過社群媒體接觸到誰？部落格、簡報分享平台Slideshare、YouTube影片：社群媒體提供了各式各樣的機會，讓你與人分享自己的想法並建立名聲。這或許可讓你減少日程表上排滿的打造名聲的其他作法。你仍然可以從向一千位觀眾演說而獲得價值，但是你向一個房間內的25人發表無償的公益談話，或寫一篇部落格文章來讓兩百五十人閱讀，是否會更好呢？
How am I replenished by social media? If you've made time for social media, it's probably because you actually enjoy it. So tune into the emotional impact of the time you spend on Facebook or Twitter, as compared to the other kinds of activities or interactions that formerly filled up your leisure hours. What's more relaxing: watching TV or catching up on Facebook news? What's more fun: going to a bar, or kibitzing on Twitter? What's more restorative: reading a blog post or reading a novel? Depending on your personal preferences, you may decide to shelve some of your less-satisfying hobbies in favor of some of your new social media activities.
社群媒體如何與你的活動互補？如果你已為社群媒體騰出時間，那可能是因為你確實喜歡參與。所以相較於先前填滿你休閒時間的其他類型活動或互動，你應該注意自己把時間花在臉書或推特上時的情緒感受。做什麼會讓你比較放鬆：看電視或追蹤臉書上的消息？做什麼會比較有趣：上酒吧或在推特上亂出主意？做什麼會比較滋補：讀一篇部落格文章或讀一本小說？根據你個人的喜好，你可能會決定暫時擱置你不很滿意的一些嗜好，改而從事新的社群媒體活動。
One virtue of this kind of evaluation is that it not only allows you to evaluate which pre-Facebook activities are less valuable than social media, but also to notice where social media has crowded out professional or personal activities that offer more rewards than you get from spending that same hour on Twitter or LinkedIn. The key is to make these trade-offs conscious and explicit, rather than letting social media take over more rewarding activities, or letting it crowd out the remaining space in your life.
Because you are giving something up to make time for social media, even if what you're giving up is sleep or (rarer still) empty space. Indeed, that empty space may be what's most precious, because it's the margin that ensures that when the next must-do activity appears on the horizon, you don't go ten years without noticing you need to take something else off your plate.
這種評價的一個好處是，不僅可讓你評估在臉書出現之前的活動，有哪一些比社群媒體的價值低；也讓你注意到，社群媒體排擠了哪些專業或個人的活動，那些活動提供的回報，超過你把同樣時間花在推特或鄰客音上的價值。關鍵是要有意識及明確地做這些取捨，而不是讓社群媒體取代你的較有益的活動，或是讓它占滿你生活中工作以外的時間。
我們必須意識到，自己是放棄某些事情以騰出時間給社群媒體，甚至可能是放棄睡眠或（更稀有的）空檔。的確，那個空檔可能是最珍貴的，因為它是個餘裕，可確保下一個必須做的活動露出端倪時，你不會花上十年才注意到自己需要放棄一些別的事情。
●好書推薦 我在人間與靈界對話：從野台歌仔戲演員、美容師、瑜伽教練、王品企劃主任到塔羅牌占卜師的奇幻靈修之旅
什麼是 臺灣教育？- 維基百科
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