I had a little spa day with friends yesterday, and it was the welcome reprieve I’d hoped it would be. But the subject of social media found its way into career-oriented conversation, and I found myself warning my friends against the perils of spending too much time in our growing world of on-demand work and entertainment. It takes away from the personal development that needs to go into the building of our relationships in the offline world.

I’m not saying that we should move away from social media outlets all together, but specifically for the business and marketing use of social media, a balance needs to be met. One of my friends yesterday noted the amount of time needed to maintain a social media presence, which cuts into her actual time spent with customers that are in her shop at any given point of the day.

The conversion factor for moving relationships from the online world into the offline world is still a matter of large concern, particularly when it comes to building one’s brand. Yes, you need a web presence. Yes, you need to find a way to quickly and effectively share information with your customers and clients. Yes, you need to become a resource for others seeking industry-related information, for the purpose of becoming discovered by those using search mechanisms. And yes, you need to engage your customers to maintain open correspondence and receive valuable feedback to use towards the development of your brand.

But find some time towards converting all of that social media activity into something you can benefit from offline. We all know that popularity in the online realm means little for brands with a focus on bricks and mortar locations, unless there’s a way in which they can easily turn that popularity into something more monetizable.

Finding a way to develop those relationships both offline and online is a serious focus for brand owners and those seeking a more powerful association with their company and its principles. Otherwise, brands will be able to hide behind their avatars, getting little out of everyday experiences that lend towards the betterment of in-person correspondence.

As brands seek more social media involvement, it’s important to take a few cues from the course social media has taken for individuals that have already learned this lesson.