I’ve written about this topic in the past, and am still amazed when I see companies as well as professionals continue to participate in social media without a strategy. Content with no schedule in mind or thought to their audience, posted randomly isn’t going move the needle. It seems as if they are speaking to themselves and telling the world about activities they think are important vs. thinking about what their audience would prefer.
Individuals are not faring any better. Some start out strong with what seems like a strategic effort only to fizzle within days or weeks. Now professionals share all of their thoughts on LinkedIn without a care — preferring to tell everyone every thought they have, which makes me use LinkedIn less and less.