It seems like everyone on social media is an expert in something – even the spambots have their niches. However, most “experts” on social media are just that: self-proclaimed “experts on social media.”
Twitter, for example, has about one bajillion people who tweet night and day about their expertise at social media. The interesting part is that it becomes almost impossible to differentiate them from spam bots: they have no personality, and they rarely offer anything other than social media “tips” or links to their seminars.
There is a ton of trash and spam on Twitter, so we should all strive to appear like communicative human beings on it, right? Especially if the point is to (eventually) sell something to our listeners? So why are so many self-professed social media experts morphing into bots? Have they also reached a critical saturation point in regards to tweets about tweeting? Don’t fret, for I have a theory:
They have forgotten the entire point of social media.
Yeah, eventually you might want to sell something to someone. Sure, your services are probably tops, and you’d like everyone to tell their friends. Yes, that branding strategy you paid thousands of dollars for suggests that you should engage in certain social media tools, but do you know why?
Just dumping information on some social media platform in the hope that someone is going to pick it up isn’t going to get anybody anywhere. Social media isn’t a two-fold flyer that sits passively in a mailbox.
The terribly ironic part is that our social-media-expert-friends have probably been (relentlessly) tweeting about this exact point.