Put Your Social Communications on a Diet
The abundance of opportunities to communicate in social media can be the medium’s greatest curse. Abundance means brands don’t consider their actions the way they do elsewhere where a scarcity demands a clear justification for participation. The result? Low-effort, but low-value communications that are a lot like white bread: cheap, easy and not particularly good for you. The fact is that brands can do better. They can eat whole wheat (even if it doesn’t taste as good).
