I’ve been a content marketing and social media professional for roughly the last six years. I was, and continue to be, excited about the potential of social media and content marketing to change the business world for the better. But these days, I cringe when I go on Facebook or Twitter. I find myself pondering a strange and uncomfortable question:
As human beings, are we ultimately unsuited to social media?
Self righteous indignation has become America’s national pastime. (Schadenfreude is a close second.) I’m not just talking about people complaining on Facebook about bad service. People really enjoy piling on when someone else makes a mistake. And a lot of websites and Facebook pages seem completely devoted to amplifying and broadcasting those mistakes.
Here’s an example: a few weeks ago I saw a status update from a young woman who said something disparaging about people who join the military. It was unfair, unwarranted, disrespectful and showed no gratitude for the sacrifice that the volunteer military makes to help keep us safe.
But ultimately, so what? I doubt more than a handful of people would’ve seen it if it hadn’t been picked up and spread. Of all the people I’ve met in my life who give less of a damn what idiots think of them, serving military personnel and veterans are at or near the top of that list. Regardless, one young woman said something stupid and thousands of people piled on, to the point where I was genuinely worried she might be getting death threats.
Is this really how we want to use a worldwide network of information and connection?
As for content marketing, we may as well replace the word “content” with “linkbait.” Yesterday, I saw a video showing people they were using little paper ketchup cups the wrong way. As I said when I shared it on Facebook, “If you’re creating content for people too stupid to use ketchup, how long are you going to stay in business?”
Marketers are seeing the value of content, but predictably have galloped right past the point of diminishing returns to the point of absurdity and eventually, destruction. How tired are you of headlines like, “This one guy did this one thing and what happened next is the most amazing thing that’s ever happened, and maybe somebody exploded, but actually they didn’t”?
Does anyone really think this is sustainable? Does anyone care?
We do know what is sustainable. We’ve known it in our hearts and in our guts, and we can finally prove it: giving your audience useful, interesting, well-written content that amuses and engages them while at the same time helps solve their business problems.
Why don’t more people do that all the time? Again, there’s a simple answer: because doing it is hard. But it’s the only thing that works if you want to build trust, build a reputation and build relationships.
I hope we can survive the coming backlash. Social media went through a backlash because it never lived up to the hype piled upon it by people who really didn’t know what it was. The same thing is happening with content marketing, and I’m afraid it’s going to get worse before it gets better.
If you want to do one thing to help, share good examples of useful, interesting content. The more we do that, the more we can all help prove that quality will win in the end.