The fabled Oreo tweet and the now legendary Ellen selfie are examples of whale eating plankton. Each retweet is so worthless to these whales and the brands that come from the TV world that they need millions of them, constantly.
They’re hooked on tonnage, and will dumb down whatever they do to get more of it. To get mass in the social media world, you need luck and you need to pander.
I think our attention is more precious than that.
Seth Godin rips apart social media, calling another Retweet or share an useful form of marketing trash with no significant impact on society. He may be right in that it has no significant impact but that’s exactly its point, just to spread the word about something meaningless.