Futility At It’s Best Is Social Media At It’s Worst

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  • December 28, 2013

To busy oneself with what is futile when one can do something useful, to attend to what is simple when one has the mettle to attempt what is difficult, is to strip talent of its dignity. – Jose Marti

1whyIt amazes me. I just look at my screen wondering how many brands and their agencies work very hard at futility?

Futility is defined by the Merriam Webster dictionary as doing something that has no useful result. Doing something that lacks any importance or purpose.

It’s further defined as acting without any measurable effectiveness or success.

I find that in looking at many brands, futility best describes what’s taking place on Facebook and in some regards on Twitter as well.

If you’re a brand or an agency you already have seen the data. There’s no news that you haven’t already been made aware of. Anyone endeavoring in social media already knows about the algorithmic changes on Facebook.

Those changes have pretty much rendered Facebook useless for the time being. Yet I marvel as to how much time, energy, and good money is being thrown down the toilet by those continuing to toil on Facebook.

It’s futile. Game over. So why?

Why not do something useful to compel your audience to act rather than to squander opportunities and embarrass your brand? Certainly you must admit, there truly is no dignity in endeavoring in futility.

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Barry Cunningham is an antagonist of conventional wisdom. Helping brands & sports teams become the media. Making consumers happy one innovative campaign at a time. #socialtv Click to join Barry Cunningham on Google+ Google

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