Ever since social media became a thing, there’s been someone saying it can be done in 30 minutes (or less!) a day. The reality is much different if you want to be successful, and claims to the contrary—even very helpful ones like Hootsuite’s How to Manage Social Media for Business in Only 18 Minutes a Day—do a disservice to people and companies alike. They set up false expectations of success and about the time it takes to succeed.
Whatever analogy works for you (garden, long-term relationship, or something else):
If you spend 18 minutes a day on social media, you likely won’t grow your channels, and if your competition is spending more time, you may still lose customers to them. And maybe you won’t be “forgotten,” but I doubt the “40% of digital shoppers [using] social media to research new brands and products” (Hootsuite) will find you. Why? Because it takes more time than that to cultivate an engaged following and to show up in searches.