Shallow. Transparent. Contrived. No, I’m not talking about the latest pop-star train wreck. I’m talking about the scary side of social media, where popularity rules! It can be downright frightening at times.
Like it or not, social media is about popularity contests — that which is popular is shared, and consequently, discovered.
Because of that, many brands approach the channel as a mere numbers game. Rather than focusing on content that will deliver the best user experience, they push material that will generate the biggest engagement numbers. This thinking makes me want to scream at times!