If you have spent much time on the internet lately, especially on social media, you’re aware that the noise is increasing. It’s more and more difficult to find relevant messages because of all the content that is created. (And I know, we’re part of the problem.)
The platform shift from conversation to broadcast is a symptom of what marketers measure.
They measure actions (tweets, retweets, link clicks), which discourages dialogue. It discourages it because conversations are not valued on the action scale. It discourages it because the more organic conversations take place, the more marketers have to drown them out with frequency. And it discourages it because scalable actions require automation, which means the marketer isn’t participating.
From my perspective, longevity will favor those marketers that avoid the temptation of the short-term gain because people drive networks, not numbers.
Read the entire post here: it’s thought-provoking.
But as Danny Brown points out, automation can be used well:
There’s also a third option, though – choice of acceptance or not. Instead of people being forced to flee platforms, there will be more options to allow you to filter out the crap you don’t want, whether that’s simply to mute a person, brand, link blast or similar.
So how should you do social media? Facebook marketing blogger Jon Loomer says:
They’ve been told that sharing memes is the way to go. That they should ask for comments, likes and shares to get more engagement and get shown more often in the News Feed.
Here lies the problem. When you approach publishing this way, you prioritize the algorithm over the content. Screw the algorithm. Forget about it.
Focus on creating content that people like. Focus on the people, not the algorithm.
I’m going to let Lee Odden have the last word:
Content marketing as a useful, meaningful experience. Anything else is just noise.