“The state of social media marketing is fairly depressing from my observations. It’s mechanical. A very informal survey of several brand accounts just shows them chirping out blather to elicit responses or likes, but with no follow-up, no next steps, no actual business intent. Just… faux interaction. The number of companies who have outsourced their social media brand voice to an agency or third part of some sort is higher than ever. And I’ve no idea the stats on corporate response rates to efforts, but they can’t be especially interesting.
Our “browse” culture is clicking and sharing and reposting stuff all over the place. Great content is now like a trading card game. We retweet and share and like and stumble interesting stuff so that we can keep our own feeds alive, but we’re barely reading the stuff we’re sharing and we’re definitely not taking a next action. Click a link? Hardly. Take a next action? Not at all.”