Often a link provided within the post leads to longer website text. The interested reader can't see if the content is valuable to read to before clicks.
With his click the user effects that the interaction and the website ratings are increased. Resulting higher ranks lead to more traffic, because more users get recommendations to click on a post, which might have nothing to offer except an interesting title.
Many social media uses think that quality content is not rewarded. A automatically posted short quote of a prominent persons gets more "likes" than an unique contribution that is outstanding and innovative.
The authors reputation increases with the number of user interactions with its content. This can be achieved with a number of dirty tricks: "Follow me then I follow back", fake accounts, bots, re-posts of same content, using all kinds of hashtags, inner circles, ring exchange etc.
The most accounts like to reach lots of follows just for one click. Many accounts became prominent by this approach appealing people that already have same opinions.
They will never try to change peoples mind. They don't care about who the readers are, if they have impact, if they pay heed your message or start to discuss.
Social Media is characterized by targeting all kind of interests. There are people who are searching for ideas, for pen pals, to spread their marketing info, to be entertained, to discuss, to write a kind of diary, to manipulate, to blame, to spread hate, etc.
The calls for censorship, borders, rules, reward and penalty systems are getting louder. We need to think if these measures really improves the value of social media in our society.
Social media aims for interaction of a crowed of more or less creative people, who likes to share their content.
Social media is good, bad and ugly at the same time.
youtube.com - he Ukulele Orchestra of Great Britain - The Good, The Bad and The Ugly
This video on YouTube for example got 92 thousand Likes and more than 4 thousand comments.
This is more than anyone of us can read. Everybody writes, nobody listens.
Social media consists of several portals (facebook, twitter, youtube, blogger, etc.) for everybody and anything. Although it brings up huge challenges for the operators it is good to have all kind of people with different interests on board.
Let all the people talk, but keep bots and campaign posters out. Simply deactivate all APIs to social media and the problem is solved.
Social media shall engage people more than just the click to your content. Let's have a look how simply this can be achieved. See the post of BoredElonMusk as a good example:
This post can be regarded as very successful. It got more nearly 600 Likes and 29 answers.Truth is stranger than fiction.— Bored Elon Musk (@BoredElonMusk) 7. Januar 2018
And if we look at the discussions we find interesting answers from other people enriching our life's.
One user ask if BoredElonMusk and Elon Musk the same person?
There are people who add own views to the quote, others express agreement or disagreement, many put side notes, rumors or more jokes.I follow both you and the actual @elonmusk, and you often end up adjacent to each other in my feed. If find you both fascinating. I am assuming you are not him. Gosh, I really am not sure.— Snarkington Post (@SnarkingtonPost) 7. Januar 2018
These people are engaged. One sentence leads to hundreds of contributions. A discussion started.
It clearly shows, what most of publishers are doing wrong. They don't let the own audience on stage.
They believe a big message needs to be transferred by a big text. And this is wrong.
Most publishers are besotted high motivated with embellishment of text and illustrations not knowing loosing the audience.
So let me think how I can summarize all my thoughts so far in this in one key takeaway:
Engage readers on social media with the power of one sentence.
See also:
de.statista.com - 86 Prozent der aktuellen und früheren Facebook-Nutzer haben wenig oder gar kein Vertrauen
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