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(Almost) No One Is Seeing Your Content

“The issue here is not what Facebook or Twitter have become. The issue is that Facebook and Twitter (and others) have not bended to the way in which advertisers would prefer. If people using social media were getting tremendous value from all of this content marketing, we would not be faced with either of these issues. What we’re actually seeing is something that we’ve known about media for a very long time (but always want to forget): consumers aren’t consuming media for brands. They want moments of connectivity, delight and communication. Sure, that may include a brand at some point along the way, but it’s not their raison d’être.”

The brands always go where the crowds are and the platforms always succumb to the proposal because there’s no other way to keep these platforms profitable and therefore, free.

Upshot: Your newsfeeds get polluted with brand content which Facebook’s algorithm probably replaces with a friend’s dry content. There’s no perfect formula for the right content mix; FB is ad heavy but purportedly targeted and more relevant while a Twitter user sees every post. As users, we can’t have a curated feed and everything all at once; hence the paradox of frustration.

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By Wells Baum

Wells Baum is a daily blogger who writes about Life & Arts. He's also the author of and four books.