As social media matures, it becomes more generic and predictable. Which is not necessarily a good thing.
It’s natural for any system to level out to a low-key commonality eventually. But predictability is the enemy of marketing. In that split second of recognition that tells me I’ve seen this before, I tune your message out.
How many of the updates on your Facebook stream do you gloss over because they fit a recognizable formula? How many posts from given people or organizations do you generally ignore because you know what they’ll say? How many tweets do you skip because they’re from certain people or they follow a formula?
I have noticed that tweets without links tend to pull my attention. If there’s no link, it must be an original statement of some kind. This is refreshing and welcome. Your referrals are great, but I love reading your thoughts.
The increasingly sophisticated world of social media suggests that messages must become more attractive in one way or another. It’s not good enough to suggest cool sites and link to your own. You must devise an overarching strategy that builds a compelling ubër message with every post.
And every post must tantalize.