I have to confess a net neutral attitude with social media. Here's what that means: While the whole world is using social media, return on investment has been neither through the roof nor floor. That equals net neutral.
Here are some ways to generate five stars if social media had a rating system similar to the ride sharing services, Uber and Lyft. These suggestions are applicable mainly to LinkedIn but also relevant for Twitter and Facebook. Snapchat, not so much.
1.) Can you post something professional that may appeal specifically to your target audience? And if you can't, or if a majority are not in that audience, can you resist the urge? Example: A good friend posts news releases about debt restructurings in Class B office space. Assure you that's not my field. Suspect that many of us were early adopters, meaning the race was on to get to a certain number without filtering connections. It may be time for a tune-up, or purge using the on-line lexicon. The good news is we're just getting started digitally speaking, according to the experts.
2.) Could the content be something that isn't necessarily widespread, or dare we say, original? Liking the same old memes may be cute, but it only adds to attention deficit. There is way too much bad content these days to begin summarizing here so we won't. Leave the likes to Facebook, not LinkedIn.
3.) Why are big brands the biggest noise contributors or offenders? Don't try to appeal to everyone at once; it's impossible. It would be fun to sit through planning sessions and hear analytics scientists presenting what should be common sense yet no longer applies. Evidently what works exponentially doesn't always translate onto the street, so to speak.
4.) Why should I care that you joined a group? Crickets. Adjust those settings, please.
5.) Is there a social media site that only allows political content for political junkies? That would be great for numerous connections and "friends" who need to go park on that site and stay there. Unless your view is professionally based on actual experience, it just doesn't matter. Repeat, doesn't matter. You could make a bigger difference in life by walking your or a friend's dog.
6.) With all due respect to Facebook, connections aren't always friends, but some friends are connections. Please teach your children well like the old Crosby, Stills and Nash song used to go.
7.) Last but not least: Only nerds read this far in an on-line posting, and if they do, chances are they can't recall anything that you've said. Keep it brief and visual; otherwise, the exercise isn't worth the time. Here's the cartoon of the year so far thanks to a good friend who took the time to email personally:
A in-person meeting last year with an on-line expert confirmed way too much not to share here. Choosing not to respond digitally to something posted under your profile is the equivalent of a blank two-minute stare between two living human beings. Try that out the next time you choose not to respond. It's a long time -- at least by digital standards.
That same expert claimed ignorance later, "do I know you?" when asked to connect on LinkedIn. It was funny in a pathetic way, assuming you don't take yourself seriously on the Information Superhighway (circa 1993.) By the way, did you know Al Gore invented the Internet?
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