Social Media Is Bullshit

1. "Social media" is a myth perpetuated by marketers and corporations

Social media is bullshit.

Buzzword exploitation. The term "social media" was created by marketers to sell services and by corporations to monetize user data. It repackages existing internet technologies and user behaviors under a new label.

False promises. Marketers claim social media democratizes influence and levels the playing field, but in reality, it primarily benefits large corporations, celebrities, and a small group of early adopters. The idea that anyone can easily gain a large following and influence is largely false.

Recycled concepts. Many core ideas attributed to social media, like user-generated content and online communities, have existed since the early days of the internet. The "newness" is largely illusory.

2. The Web hasn't fundamentally changed since the 1990s

There was nothing new under the sun … or on the Web.

Rebranded technologies. Many popular current web services have direct predecessors from the 1990s:

• Google ≈ Early search engines
• Dropbox ≈ Xdrive
• Apple's App Store ≈ Download.com
• WordPress ≈ GeoCities
• Blogs ≈ LiveJournal
• Twitter ≈ AOL Instant Messenger
• YouTube ≈ RealPlayer/ShareYourWorld

Corporate consolidation. The main change is increased corporate dominance and monopolization of web services, not fundamental technological shifts.

Selective history. Tech evangelists and marketers often ignore or revise web history to make current trends seem more revolutionary than they are.

3. Viral success stories often have hidden factors and connections

Bieber wouldn't have got there if not for the well-connected record executive who found him. Usher just gets the credit.

Oversimplified narratives. Viral success stories often omit crucial details about existing connections, media exposure, and behind-the-scenes support that contributed to their spread.

The celebrity factor. Many viral phenomena gain traction through celebrity amplification or media coverage, not purely organic sharing.

Timing and luck. Viral success often depends on uploading content at the right moment and using trending keywords, not just quality.

• Example: Justin Bieber's YouTube "discovery" ignores the role of industry insiders
• Example: "Shit My Dad Says" Twitter success involved connections in media
• Example: Double Rainbow video sat unwatched for months until Jimmy Kimmel tweeted it

4. The "Asshole-Based Economy" drives the spread of misinformation

All marketers are full of crap.

Information manipulation. Marketers, tech evangelists, and self-proclaimed experts often distort or fabricate information to further their financial interests.

Credential inflation. Many "experts" gain credibility through manipulated bestseller lists, purchased reviews, and circular citations within their professional network.

Echo chamber effect. Ideas spread from tech evangelists to marketers to analysts to corporations to mainstream media, amplifying questionable concepts with little critical examination.

The process:

1. New tech company launches
2. Tech media/evangelists hype it
3. Marketers tell clients to adopt early
4. Analysts repackage ideas and sell reports
5. Corporations allocate budgets based on reports
6. Mainstream media covers corporate adoption
7. Cycle repeats with new trends

5. There's no such thing as an "influencer" - media drives attention

The media influences us, and then, stemming from that, we influence each other.

Media primacy. Traditional media coverage, not social media influencers, drives most online trends and conversations.

The 1% rule. Only about 1% of users on any platform actively create content or engage significantly. The rest are passive consumers.

Manufactured influence. Many supposed influencers gained followings through platform features (like Twitter's suggested user list) rather than organic growth.

Debunking influencer myths:

• Targeting influencers rarely leads to viral spread
• Conference networking produces few valuable connections
• Online follower counts often don't translate to real influence

6. Social media metrics and corporate case studies are misleading

Show me a company that brags about the number of likes their expensive social media campaign generated, and I'll show you a company trying to justify the money they wasted to unhappy shareholders.

Vanity metrics. Likes, followers, and engagement rates don't necessarily correlate with business results or ROI.

Cherry-picked data. Corporate social media case studies often present incomplete information, ignoring factors like:

• Total marketing spend
• Offline advertising impact
• Existing brand recognition
• Actual sales/revenue impact

Correlation vs. causation. Many claimed social media successes can be better explained by other factors, like product quality, pricing, or broader marketing efforts.

Examples of overhyped case studies:

• Blendtec's "Will It Blend?" (ignored impact of being featured on YouTube homepage)
• Dell's Twitter sales (inflated by suggested user list, minimal compared to total revenue)
• Old Spice Man (heavily supported by TV advertising, celebrity involvement)

7. Most social platforms are useless for small businesses and entrepreneurs

If you're considering using the social networks and publishing tools on the Web to create something you can't elsewhere; and if you know your audience uses the platforms; and if you have the time to invest in really working with them; and you're confident that your efforts can produce measurable results for you; then yes, use them. But remember: Not using them won't harm you in any way.

Resource drain. For most small businesses, the time and effort required to maintain an effective social media presence outweighs potential benefits.

Audience mismatch. Many platforms have user demographics that don't align with target customers for most businesses.

Limited organic reach. Platform algorithms increasingly limit unpaid visibility, forcing businesses to pay for exposure to their own followers.

Platform-specific issues:

• Facebook: Declining organic reach, pay-to-play model
• LinkedIn: Limited to professional networking
• YouTube: Dominated by young male audience, high production costs
• Twitter: Useful for some networking, but limited for driving traffic/sales

8. Traditional marketing and PR tactics still work best

PR drives everything. It was that way when the hoax of the Cardiff Giant made national headlines in the 1860s, and it's been a staple of our society since PR was made into a profession in the early 1920s.

Media relations. Cultivating relationships with journalists and securing traditional media coverage remains the most effective way to gain attention and credibility.

Local focus. Start with local media outlets and work your way up to regional and national coverage. Tie your story to local interests when possible.

Visual storytelling. For TV coverage, create compelling visual elements to make your story more appealing.

Key PR tactics:

• Develop a clear, concise pitch (elevator pitch)
• Target specific journalists, not general news desks
• Create press releases with quotable material
• Follow up persistently but respectfully
• Consider hiring a publicist for national outreach

9. Focus on your specific audience and circumstances, not generic advice

It's not about "the community." It's about your customer. If you've got your customers wrong, nothing you do is going to matter.

Audience first. Understand your specific target customers, their needs, and where they spend their time (online and offline) before deciding on marketing tactics.

Local context. What works in major cities or tech hubs often doesn't apply to other markets. Consider your geographic and demographic realities.

Resource allocation. Invest time and money in channels that directly reach your customers, not trendy platforms that don't match your audience.

Key questions to ask:

• Who are my ideal customers?
• Where do they get information?
• What problems can I solve for them?
• How can I reach them most efficiently?

10. Failure is normal - prepare for it and keep tweaking your approach

You're driving into the unknown. No one knows how it's going to turn out. Not me. Not Seth Godin. Not Clay Shirky. Not Mene Gene Oaklerland and his infamous 1-900 number. No one. But if you do your research and ask questions, you'll be prepared for when you fail.

Embrace iteration. Constantly test and refine your product, marketing, and overall approach. Be willing to abandon what isn't working.

Research thoroughly. Investigate your market, competitors, and potential pitfalls before investing heavily in any strategy.

Define success realistically. For most businesses, steady growth and profitability are more attainable goals than viral stardom or exponential scaling.

Preparation strategies:

• Start small and test locally before expanding
• Build a financial cushion to weather setbacks
• Develop multiple revenue streams if possible
• Learn from failures and pivot when necessary

Last updated: August 9, 2024