Social Media

In the age of the skim, personal brands are at risk

A few days ago, The Verge posted a story on the gulf that exists between sharing online content – through Twitter, Facebook, what have you – and reading it. Researchers have found that social media users aren’t properly consuming the articles they tweet before they tweet them.

Many of us access online content through our mobile devices, which aren’t conducive to long reads. We’re also in what some have aptly named the “age of the skim”; only a small percentage of consumers read through to the end of the articles they come across online, while the rest “bounce” off to the next thing before they even begin. Still, there’s a problem with this trend. The things we choose to share online reflect our preferences and tastes. A story share is typically perceived as an endorsement of that story’s utility or worth. Opting to retweet a piece without first reading it is like recommending a book to a friend based only on the dust jacket blurb.

In other words, tweet with caution. It’s better to share too little than too much of the wrong thing.

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s