The tools arent broken, you are

Technology isn’t evil, people are.

A knife can be used for good or evil, depending on what’s in the heart of the holder.

The same is true with social media management tools like Hootsuite and Tweetdeck which allow you to select multiple sites to crosspost the same content. Or tools that spit out your latest blog post on your Page timeline without you lifting a finger.

You’re thankful for the ability to kill two birds with one stone, but then wonder why people on Facebook don’t talk about your updates.

The source of the problem

The problem isn’t the tools. Or Facebook or Twitter. Or even people.

The problem is in your own heart. You want shortcuts. You want efficiency.

But let me ask you this: When was the last time someone built a vibrant fanbase by saving time and effort?

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  1. Excellent thoughts John. I have been really going over these exact ones since the first of the year. I have adjusted what I do in hopes of creating better things and a lot less noise. Way to go John :-)

    1. Exactly. And where it makes sense. Like notifications, community triage, content curation, or scheduling posts on Facebook (yay PostPlanner!).

      But where “human” is required? Not so much.

  2. I agree about Hootsuite. While there are some items I will simply cross-post, most of the time I post different versions of content based on the medium. Twitter posts need to be brief to fit into 160 characters. Facebook posts can be much longer.

    Where Hootsuite is particularly useful is making sure that content goes when people are actually online to read it.

    There are times when I go directly to Facebook to schedule posts, especially when the content can be more engaging by adding links to other fan pages.