By Todd Murphy | September 11th, 2012
I’m just about to call the evolution of our “new” social networks complete. We have evolved to the point where many are posting, but few are engaging relative to the volume of content created every second. Human nature points to my belief that we have reached a social noise saturation point where few if any followers are truly listening and engaging with our networks.
Seriously, my company monitors the news and social media 24/7, a media monitoring company. The Media Analysis Department at Universal Information Services sees what is posted, what gets responded to, and what doesn’t. But I want to be clear, it is not the #newtools of social media that are the problem. The problem is the old #samerules. Again, we are lacking compelling content.
Of course to make this post worth reading I’m going to grossly generalize and overly rely on my personal opinion (like most blogs). In my opinion, which I believe to be the truth, the Twitter stream is mostly a regurgitation of the same messages. Excepting the enjoyable, yet occasional, virtual dialog, most Tweets, Facebook updates, and LinkedIn posts fall into a few categories.
“Here’s what I’m doing and outside of myself it is completely mundane to my followers”
“Here’s what I’m going to do, and it too is of little interest to those following me”
“Here’s something great somebody allegedly said about our company, and I’m going to share it with you so you think our company is great”
“Here’s a cryptic comment that only one person, if that many, will understand and the rest of us are left scratching our heads for a nanosecond before we read the next Tweet/Post/Update”
And then there are the informational posts that constitute about every 10th post and are designed to help us get more followers who won’t listen to us.
And what is up with “Storytelling”? Yah, we get it. If you don’t have a compelling story to tell about why I should use your brand or service then I’m not going to pay attention. Guess what, nobody is going to pay attention if your headline, tweet, or update sounds like a thousand posts I’ve read before.
Now that we’ve reached the point where most are looking, but not engaging, what should we do? I may not have an answer for you, but I’m sure the answer can be found in the fundamentals of communication. The #samerules of communication, discourse, and community will always lead us to how to best communicate no matter what the network, tool, or device (mobile or otherwise). So before you touch that keyboard or touchscreen again, think “What will my followers care about?” instead of “What am I thinking?”.