Social Media Fatigue – Techniques and the Crush of Posting

Interest in Others - Keys to Social Media Fatigue

The Relationship Between Techniques and SMM Fatigue

Sometimes I back away from all the interesting developments and conversations happening in Social Media Marketing conversations and get an instinct to pull back from it all to re-distill what it is all about, some golden truth that drives the whole process. This instinct is pretty strong when it happens and I just know that I’m hitting on something important for myself and possibly others. Some might find the observation of this post trivial, but it hit me in a special way. When I got this truth, unfortunately, the expressed result was just one of those uber positive advice tweets that litter the Twitter conversation field, seemingly begging for a RT. It is painful to see the impulse to communicate come out so differently than my intent:

I, as many Social Media professionals do – perhaps especially those who work for multiple clients, alternating through diverse subjects and audiences – have struggled through Social Media Fatigue quiet often (let’s call it SMF). Sometimes SMF is in regards to a small task, sometimes it is with a process that has to be repeated over and over or even an audience or lack of audience. It just is the nature of the beast. Social Media demands the best of ourselves, an energy and positivity that when it gets externalized not only stimulates others, it also can awaken the best in us. But the most sensitive of us – and really all people – have serious need for downtime, for contemplation or silence, times when nothing happens. We require reservoirs to draw from. That is the usual model. We in Social Media are sacrificing our internal time for the good of a public outlay. And it is fatiguing.

Commerce, Tech/nique and Soul

Let me take a different tack onto this fatigue. I was busy commenting in a fairly abstract way on some concerns about Google’s increasingly intelligent algorithms presenting content that we may want on Google Plus. You can see the process of my thoughts in the comments on David Amerland’s post on Complexity. What it seems I was working toward was an idea that I pursued a few years ago, that Social Media was driven by a Gift Economy. Gift Economies have a logic that is contrary to Market Economies and there is a fundamental tension, if not conflict, between them, I believe. What struck me was that Social Media Fatigue is a product of this tension between the two. What do I mean by that, in what way?

For Social Media Pros, but also for anyone vested in their social media there is always the question of intention when posting. Where is the soul leaning when completing what is sometimes a very complex task requiring many dimensions of your person (analytical, aesthetic, custom-following, know-how, etc.)? We have been gifted with increasingly adroit tools that enable us to inhabit not only multiple platforms – each with their own sub-culture of behaviors and aesthetic – but also multiple facets of ourselves. Where is our soul when pushing through these advanced techniques, all woven together quite productively though our various devices? It seems to me that fatigue starts to set in most for me when my attention is mostly on the technique itself, just getting or doing it right…(and right includes innumerable of aspects of me expressing values that are important to me and brand). The advance toward techniques are a kind of human/cyber interface, a technique of being-human that marries actual technical devices, user UI designs and techniques of ourselves. The tech/niques come right out of the commerce frameworks of the platforms we are negotiating and the designs that support them. We are using tools that we have purchased or downloaded and increased our speed and thresholds of interfaces to thrive on platforms that themselves are driving a competition to spread as fast (and as deep) as they can. It is a heavy sea. We ride and push through these waves and frankly it requires a great deal of concentration and harvested authenticity.

As we face the fatigue though I think many of us counter this tech/nique fatigue by finding within ourselves a genuine (or authentically discovered) enthusiasm for what it is we are posting. And if not enthusiasm, interest. We oscillate between a thorough engagement with the technology and techniques and our soul reaching out to the content in a kind of (perhaps only momentary) embrace.

We try to fight fatigue this way.

SMF - Social Media Fatigue

In this model the interest in content can be fairly rich. It is a personal reaction or investment in what is being shared, or what is being said, a connection that is being made, a feeling to what the topic is. We respond authentically, if not creatively to what Facebook calls analytically “stories” and to commentary, and we move between that spike in enthusiasm back into techniques, marking and positioning our way as we go. Sometimes techniques themselves even become the content and we get a kind of meta-pleasure of teching the tech, techniquing the technique.

But I think that we’ve got it all wrong. There is to Social Media a core dimension that honestly gets lost as we bounce between content enthusiasm spikes and the labor of tech/technique. Those two poles are really what the Social companies are all about. They are busy pushing our “stories” and their supporting techniques because these are what is measureable, and these are what they have designed for their own success. If our souls try to fight SMF by this dichotomy we will only be eventually be drained. What is missing is the thing that gave birth to social in the first place…genuine interest in others.

Think about this the next time you post something. Think about this when you exercise a technique that dovetails audiences or streams. Who or what are you caring for? Where is the focus of your soul? If you are feeling tired, if SMF is getting to you it is very likely that you have lost your interest in others and have been caught in a binary.

Each and every person we connect to is not simply a node, they are a fathomless beacon –  a beacon of something we can be. Be interested.


epilogue thought:

I think key to this is something I learned from my wife who struggles with mental training stuff all the time. She is a pro Muay Thai fighter here in Thailand, having fought over 50 fights she inspires me. Expectation is 80% of motivation is one of the mental training adages she thinks about. When we think to do something what we expect plays a large part in our disposition to do it. When we do things through our interest in others our expectations are quite different, much more potent and liberating than those that come from acting out of content interest or the pleasure and accomplishment of know-how.

commerce is necessarily social – micro post

It came up in some of the comments as I relayed a story about a pineapple street vendor my wife and I stopped buying from in Thailand: my realization that commerce is always social. There often are suppressed social components (emotional investments, norms of reciprocity, identifications, assumed shared values, etc) in purchases. Which is to say they are operating, but we are not always aware of them. In fact we usually only become aware of them when they are violated. This social dimension is why marketing and social media actually braid so well, commerce is social. The problem of course comes with business culture self-interest, a deep and lasting expectation that commerce is not social. It is asocial: that businesses are pre-disposed to not caring, and in fact being anti-community. We in social media fight between these two predispositions.

[micro posts should be a one thought kernel, easily considered, I hope.]

making catalysts – the roots of social media and network building

Getting Oriented

I have been wanting to write a post about the social media work we are beginning at Tonner Doll Company ever since a discussion began with this post, a different kind of Social Media – finding a language. There several interested others and I started sketching out what is necessary if we wanted to openly blog about social media strategy and tactics such that the honor of customers was preserved, so as to bring social media professionals and lay persons into a single possible engagement. What would it mean for social media marketing discussions themselves to be transparent? What would it mean if the way we talked about social media took on the values of social media? It is hard to resist not pursuing such a large idea, so part of this post is set in that direction.

The other portion of what I’d like to talk about grew out of Ric Dragon’s growing series of posts thinking about the nature of “groups” in online communities, the latest of which is Groups, Teams, and Communities in Online Marketing. Something of this series grew out of our initial blog post discussion it seems, but it is focused on a kind of sociological/anthropological understanding of online behavior, mapped from interesting existing models, all with an aim towards practical strategies in social media. Engaging with Ric just as I’ve begun building social media strategy, laying the foundations for Tonner Doll, caused me to focus on essential features of what makes social media work, and how groups are made. Hopefully I can tie the two threads together.

Beginning Strategy

Two weeks ago I was hired as Director of Social Media for the Tonner Doll Company in Kingston NY. The company has been undergoing a deep transformation on several levels for some time, from product line development to a much-needed full website redesign due to be launched in the Fall. The opportunity to work with a small company with a deep pre-internet history, yet with such impassioned and devoted fans, and an iconic artistic voice is a social media dream. In many ways the Tonner Doll Company culturally finds itself in the place that a lot of businesses do, an internal marketing awareness not geared towards the speed and complexity of the social media environment. Yet spiritually, they are in full embrace of the change. Tonner Doll is leaping both feet into social media knowing that this is the one place for demographic growth, and it is a blessing to be a part of that. The additional very compelling aspect of this is that Tonner Doll has something many businesses would sacrifice an arm for: an extremely devoted, enthusiastic and creative-minded fan base, collectors that in many ways embody everything that Tonner Doll is all about. Robert Tonner who is the artist and designer of Tonner dolls is perhaps a collector first. Tonner Doll, and its highest-quality figures,  in a beautiful way expresses as a company the very customers who purchase from them.  There is a symbiosis of art, imagination, curation and commerce that is very rare, though perhaps ideal, in the Tonner Doll Company its dolls and the fans.

Social Media Foundations

I wrote not long ago a post on how blogging is voice gifting. The point was that when we blog we are changing the status of people (and ourselves) though several often overlooked “gifts”, the way that the very space of a blog is itself a space of gift exchange. The background to that post was my idea that social media is driven by Gift Economy logic instead of Market Economy logic, and that there is need of a kind of “translation” between the two cultures of business and social media. But I would like to pick up on another aspect of blogging and giving other than social ties and status change.

The first thing we are doing at Tonner Doll – other than the “best practices” training we have been focusing on, like how to triangulate communications and adopt guerrilla-like dexterity to campaigns and media content – is to start identifying voices. As one might imagine one of the best places to find voices is blogs. Tonner Doll has an unusual advantage in this though, in that a great deal of an impassioned community already visits their Facebook page and shares inspired creative content; but we are looking for blog voices because there is something about blog investment that tends towards the substantial. It gives anchorage to both thought and community and this happens to be something that Google has come to realize and reward in the last year. If Google stopped rewarding blogs, I would still be focusing on them just the same, because I believe in blogs. Blogging is the very nerve center of social media, and the social media explosion would never have gotten off the ground without the real move of content from established institutions of press to there. Google was just a little late to the game.

Where the Game Turns

The usual approach is to find the “mavens” –  that is often bloggers that already make up the substantive community voice of the Doll and Figure movement. These would be people you want to build relationships with. As it happens blogging is not where most of this community lives and communicates. It lives in forums, groups, or on Facebook (our page), or Flickr as we are finding out, to name a few. But I don’t want to just find mavens or connectors. Real social media is not just hub-hunting in order to increase network. It is about producing changes in people’s lives, no matter their place in the network, such the then entire network becomes enhanced. It is about adopting a Liberation approach to personal expression and creativity, I believe.

As it turns out, the very first hidden person we discovered – by looking at reference links to our new blog – was an amazing person in Mexico city who has a small website selling repaints and hand-crafted furniture for our dolls. The quality of work done by Tonner Doll collectors is quite striking for those not familiar with the world of doll collection and curation. Near museum quality. But Tamara is special, to call her a maven would be to miss something. She not only started a previously unknown to us collector community in Mexico, she happens to be Czech and was on the ground floor of a Tonner collector community in the Czech Republic where she lived previously. In a person, what in network theory would be called a “node” – two different communities span out. In one person Tonner Doll has suddenly changed as a company. This is the secret to social media: Treat each person as if knowing that that person could change your company, because it is true.

As it happens, Tamara did not blog;  she has always meant to, in fact I believe had written some posts never published. She is very busy with a 3 year old boy. She runs a small website and custom doll-resale business. She collects. She is not a discovered blogging voice. This is where I think people miss what is important. Businesses in social media are always looking for where there are already rich connections. They are not looking for opportunities to start building them. Everyone we reach in social media has rich connections, but what social media is about is the transition of everyone you meet from the place they are, to the place they could be. It is about expanding potential.

I don’t want bloggers that we can then influence. I want people who might want to start blogging. I want people to find the place from which what they have to say feels like it has the tools and stage to get said, such that that too spurs creativity. Ultimately, I want bloggers that can influence us. Social media marketing is about transition, not harvesting or mining. It is about expanding the power of the network you are building through the liberation of each “node” person. Whatever you find in social media, raise it up. As it happens, Tamara is now blogging in part perhaps because she realized that her audience is bigger than it was, and the doll world is richer for it. And hopefully she is blogging because we in our blog we shared how great it was to find her.

Not Mavens, Catalysts

There is something about the word “maven” in marketing that seems just off. It captures important concepts, but it seems to get the eye valuing in the wrong way, as if certain people are a “kind” like a species and you are just interested in them. It isn’t like that. It is very gradated, and the way we treat mavens should be the same way we treat people with few connectors. There is an underlying principle which I believe guides us no matter who we engage. I’m going to have to take a detour into a theory about the first moments of Life on earth and organic chemistry to sketch this out. It is important though.

Complexity theorist Stuart Kauffman has an elegant theory about how Life could possibly start out of the primordial soup molecules on Earth – At Home in the Universe. It is that given enough time something called autocatalysis starts to take place. Which is to say the perfectly random interactions between molecules because of their properties can start to have an emergent and dynamic interrelation. If two molecules tend to combine to produce a new molecule this new molecule if in high enough concentration may start this soup tending towards other combinations, which in turn tend to produce this same new molecule. The pattern becomes closed and suddenly entirely random soup starts to emerge with new self-supporting properties. This fundamental catalytic closure is what is at root of social media network building. And at root of social autocatalysis is I believe the primary social values and ethics that govern “this is for you” giving.

The Summation below is taken from the business application of Kauffman’s autocatalytic theory by Brian Coffman. I provide an excerpt at length for anyone who wants to get a grasp at how real chemical beginning-of-life interactions are theorized. To me it is interesting stuff. Hopefully for you too:

read the rest of that post for application of this to business Start up ventures.

Now Think of Twitter

Instead of soup of organic molecules millions of years ago, see the vast space of 140 character limit nodes. There are several directions we can go on this. Ideas of necessary diversity in any topological communication space certainly are in play. But I would like to talk about the very notion of catalysis. What it means for one element to tend to produce a dynamic change in the possibilities of other elements, and how that relates to the social values that govern social media. What I propose is not a strategy of growing your network bigger and bigger, with nodes connecting to more nodes as if volume, or even inter-connectivity (the two called “reach”) was the important factor in success. Instead, whatever network you currently have, no matter how meager, the strategy should be to catalyze it.  That is, start with whatever node is immediately your neighbor and raise it up. Turn that node into something else, something that itself can change the potential of the nodes around it. It isn’t about numbers – that is the old impression thinking of broadcast advertising – it is about transition, finding ways of increasing the potential of everyone your social media comes in contact with. You want to change the internal network dynamics of everyone you can.

I’d like to take an example of autocatalytic-like behavior in Twitter, for illustration. My friend @67tallchris and I came up with an idea of how to train people brand new to twitter. And that was to like dive guides with students of scuba to literally escort them out into the ocean of it, helped along with a hashtag and fundamental Tweetdeck knowledge. If we could group together we could practice best Twitter practices in a real time somewhat controlled environment, and people could learn by doing. What was interesting though was what happened the first time we went out on our little excursion. We actually were discussing what would be a good hashtag to use, and our good friend Jacqui @GoSocialSA overheard and proposed #twaining, not realizing that our entire experiment was about to ensue. Adopting the tag suddenly Jacqui found herself in the middle of a #twaining session, escorting two relative newbies through the space of Twitter. Suddenly she was a guide with us. This was made of nothing. All that produced this closure was the grammar of hashtag use in Twitter, the capabilities of Tweetdeck, the practices we began teaching these two Twitter students, and the history of our goodwill relationships between Chris, myself and Jacqui…and the Twitter soup. Chris and my leadership actions, and the interactions of the “students” suddenly catalyzed Jacqui into a leader, and as the small school of us fish swam along, people started noticing and being pulled towards the recursive closure. The instructor/student roles had begun to draw upon the diversity of the soup of Twitter. It was over before anything more would develop, but there was for me a very strong sense that a new thing had happened in Twitter, something with emergent properties, and that there was an autocatalytic element to how it was starting to spread, not just to Jacqui, but to lurkers.

What I suspect, and what I strongly encourage, is that it is from the intent to empower others, give to others socially, that social catalytic growth occurs. The story of simple molecules when it is analogized to social networks becomes a story of liberation. When I empower my neighbor in a Gift Economy culture I have given them the power catalyze someone else, change the dynamic of what is possible. So going back to Tamara who is now blogging her passion. What has changed there? What changes as Tonner Doll takes on a message that doll collectors should start beginning to blog? What chemistry is beginning? Is it not that the entire loose network is becoming enriched? Not just be node numbers, or connectivity numbers (yes, that t0o), but by qualitative differences, the way that each person now values what they are contributing, and power with which others can be transitioned.

There are best practices, ways of bringing out what is best in others. There are ways of gifting voice and space to those that need it. And there is something to social media that makes of these practices the very stuff of network building. It is not just about content sharing, but rather changing the capacity for the network itself to share. And this takes a giving and personal touch, the ability to feel when others have been raised up.

A catalytic view involves asking the question, What exactly is it that you or others make possible?… Instead of the questions: Whom are you connected to, and whom can you connect me to?

addendum:  This post also owes its debt to the brief #usguys conversation between @ricdragon, @josepf, @67tallchris and myself (among possibly others) on Dunbar’s number, the limitation of maintainable relationships to 150 persons, and what this means for social media.

This is what is wrong with Triberr

What Could be Wrong with Binding Together?

It has been heralded as the great equalizer. Suddenly people with only modestly very high Klout can compete with the Big Dogs of social media by banding together in a tight circle of pre-approved curated blogging. Which is to say, we will all auto-tweet each other’s blog posts to our own followers. Suddenly, not only is my “check my post out” reach isn’t constrained by what meager following I might have, but amplified by to all those follower numbers in my circle. Banded together, we become a composite “impression” force.

This is what is wrong with Triberr. In a social realm, all we have is our reputation. But there are two kinds of reputations at play. There is a kind of “authenticity” reputation which is the real response I produce when my avi pic and tweets appear in the stream. It is the impression of my brand, so to speak. We want a high authenticity mark each and every time our profile floats by in the stream. This could be based in anything from our profile picture that has an immediate emotive effect, to the history of our past interactions, or the quality of our tweets. But there is a second, often competing reputation, and that is the reputation we have with other tweeters like us. There is tendency to need “status” and to mix with people of a perceived high class. This second kind of reputation can color the first, our group status can influence how people perceive our flash appearance, but the two are very different. The problem with Triberr is that it can significantly reduces the first kind of reputation (the reputation of authenticity) for the sake of the second.

This is my visceral experience when I see Triberr auto-tweet recommendations of others in their circle. These are often people that actually have a very high personal reputation with me. Lots of my best Twitter friends are in Triberr circles, in fact this post came from seriously considering the generous offer from someone I value. Through personal interaction I have come to both like and respect my friends in Triberr. But, and this is a big but, when that friendly face appears there, and I am draw to it for a micro-second, awash with a warm instinctive response of nonjudgmental embrace, I am suddenly dashed by the realization that this person is not there tweeting this. In fact, there is strong suspicion that this person has not even read the blog post being tweeted to her or his waiting followers. There is, and I can feel it, a devaluation of that person’s brand. Not because I don’t like them, or even respect them. It is because they are offering me under the guise of a social moment, a canned, impersonal communication about something that should otherwise be valued – a blog post. Over time I start to grow insensitive to this person’s tweets. I become conditioned to expect the commercial. The value this person worked hard, or even not so hard, to achieve with me such that in the stream I pick them out with confidence, is eroding tweet by tweet.

“Like tears…in rain”

Twitter is like this. No tweet generally matters. They are light. They nothing. Except in cases of close social interaction they just seem to vanish. But they add up. Over time the direction of their effect begins to accumulate. Either you are building value micro-tweet-moment by micro-tweet-moment, or you are eroding it. The problem with Triberr is that it is a systematic erosion of social value, quietly over time, traded for a status achieved within a tribe whose doors are closed. Everyone in the tribe cannot feel this because they have already established their affinity and respect for each other. The tribe contact just builds as everyone exports each other’s blog post titles to higher impression numbers. But Twitter is not insular. The reputation gained between us is at the expense of the value of your tweet themselves.

The hope of course is that in trade-off of the gradual devaluation of tweet recommendations among those that already follow you, and respect you, you instead are reaching people you could never have reached before. Triberr proudly calls itself “The Reach Multipler” as if it is some kind of reach machine. Suddenly your follower numbers are climbing. Your mentions are rising as is your Klout (!). These new people hopefully at some reasonable conversion percentage, will supplement the value you have lost elsewhere, but invisibly.

What is wrong with Triberr is that the important reputation, the reputation for genuine thought and engagement, is being traded in for the illusion of engagement. If six people tweet out my blog title I must REALLY be engaged, right!? Not at all. And over time people can tell. As I said I have people I really like in Triberr. But when I see their titles mutually flowing across my screen in auto-fashion, I have absolutely zero impulse to actually click on a blog title link. Zero impulse to read, or comment on what lay behind the systematic trolling for new followers.

I also have close people who I would in advance pretty much say that I would recommend their blog posts. @67tallchris, @ricdragon, @pegfitzpatrick are some. I stand by my friends, so I can see exactly what such an agreement seems perfectly reasonable to do. I would be just automatically doing what I would likely want to do anyways. But there is a huge difference. The value of my tweets to the people that follow me is – hopefully – that I have however fleetingly engaged with the material. My curation is a expression of the social capital I have established in piece by piece interactions. It is hand built. If I start systematically placing low-value, socially imitative tweets in my stream, I am working against myself. I am exchanging the coin that you and I have earned together for the chance to begin new connections with those I have not yet met. I am lowering the overall substance of my exchange, for numbers.

I have news, you already have enough followers! Do more with what you have, don’t trade “up” fast using the social currency of authenticity for the “stamp” of authenticity and lose something genuine. I know this won’t stop. The status gain and the number love is big in social media marketing circles. But at least it is worth saying.

Yesterday’s post likely contains some of the deeper reasoning against Impression-driven “reach” social media thinking.

Immunity and the ROI of impression chasing – social media small group thinking

How Social Media Might be “done” Differently

There have been growing string of posts and conversations in the last week. To catch people up and give context: here was my post on Sunday attempting to open up a conversation about how social media marketing talks about social media communities – in terms of language, vocabulary, concept – exploring how we might conduct social media planning in a new way a different kind of Social Media – finding a language. If you haven’t read it it is more about the comments which are a rich realization that there is a building consensus that this is a topic that deserves attention. Then there was Ric Dragon’s The Power of Small Groups in Online Marketing which raised the same question again, in the context of impression thinking – something that marks the advertising culture from which many of social media marketing concepts have come. And lastly there was my post largely devoted to a single comment from my first post by @Karen_sharp the stake holders of Social Media – into the web of relations. There the question grew more abstract, but perhaps also more concrete, as we tried to think about the real processes of speaking from “within”  social media that make it a potentially powerful tool.

The selection below is the bend in my thoughts that reflects more how Ric Dragon was thinking about things. They are from the Afterward of Malcolm Gladwell‘s classic The Tipping Point. I post at length here for those who have not read it, or haven’t read it in a long while. My wife who has been hearing me talk about all the exciting things we might be able to do over at Tonner Doll, who just read the book, insisted that I look at the passage and in fact read it aloud while we were driving to the store today, giving birth to this post.

The Immunity of ROI Impression Thinking

One cannot help but think about how right Gladwell is on email (though written in 2002). Email may have gone through something of a remaking since then – post Facebook, Private Messaging and Twitter developments – but the same challenge of immunity faces email marketers. A medium develops an insensitivity to messaging, such that only mass mailings or highly specialized targeting and sensitively crafted messaging succeed in reaching an interested party. As Gladwell points out, the ease of the connection, its expense, tends to dull the efficacy of tries.

In the new media basic metrics such as “followers” or “fans” and “RTs” I believe can become deeply misread when the medium itself is heading towards immunity insensitivity. The very “reach” without expense is the thing that actually should be telling us that these numbers are quickly becoming devalued at a rapid rate, especially within hyper-evolving platforms like Twitter and Facebook. Yes there are metric attempts to revalue basic numbers, to in an arms-race kind of way find the “social” part buried deep within quantities – Klout being an obvious example – but the truth is that with the entire insensitivity process the whole social media world is quickly becoming immunized. Case in point and a small divergence, we in #usguys just had what we call a #flashchat on WordPress. A #flashchat is a pseudo-impromptu wranglingly together of folks on Twitter about a topic for discussion. Afterwards we found out that this little chat reached over 1,000,000 “people” (so to speak). I’m sure not that the case at all because this is just a big impression stack. But I could not help but think in hearing this: these numbers are near meaningless. They have meaning (narrow use), but the effect of them us is way out of proportion. We had a very successful chat, fully of energy, information, sharing, but then the 1,000,000 number completely shaded the sense of the true impact of the event, even in my mind. It moved the gaze. Over all, stats are getting the people who should know better drunk.

What occurs to me is that even though social media platforms are becoming saturated. Even though RTs are now being automated into Triberr pods of mutual dissemination without “personal” recommendation. Even though the “social” part of real conversation is starting to be gamed into imitation by pros, the blog world over populated with shallow re-tread advice repacked into catchy blog titles over and over and over – this very building up of an immunity is the thing that is giving social media even more emphasis on real conversation. As “thinking” and “talking” are being harvested by bright ROI-hungry minds often far too enamored with Impression adoration, finding ways of bulk “talking” and bulk “curating”, when actual conversations are found, the more and more rare of real thinking and discussion, the face-to-face like intimacy of sharing and personal investment, this becomes the gold of social media, rising by the ounce.

Social Media Message Inflation

This is what the New Age Impressionists are missing. As you seek to engineer a systematic imitation of social, you are losing all your skills of having or discovering in a market real social production. Counting RTs and Impressions is like counting Papiermarks. The very ease of their production and reproduction creates “message inflation”. And your substantive conversations – either the ones you are having, or looking for – the real gold of social media networks, are being lost in the currency.

Beneath the Klout hikes and the so-called “reach” numbers, there is only one thing of value: What conversations are you having? What conversations are you finding? What conversations can you have? (okay, three modes of the same thing.) And if you are only having conversations with the same limited number of people, you have simply built a castle in which to could can count the currency you have printed amongst yourselves.