Why a focus on quality communication always wins

The more I think about it, the more I believe we must focus on quality rather than quantity in social media.

I have been listening to various social media experts of late, many of whom have told me it's vital to post on your social media pages three times a day, every day of the week. However, when I see people do that, all I hear is noise and frankly, that makes me switch off.

I'm not alone in this, everyone I speak to says the same thing. In fact, they are more ruthless about it than I am, they 'unfriend', 'unfollow' and disconnect from people.

At present, the social media space gives me a big flashback to the Dotcom boom; there's a flurry of activity, millions of people are jumping on the bandwagon and there is so much noise it's hard to sort the wheat from the chaff, or the food photos from the animal pics. (I saw a whole table of people taking pictures of their breakfast this morning!)

Well it's not that hard really, we just move away from the noise.

So after some careful consideration, I have formed the view that the social media pendulum is swinging back.

I am not forecasting the demise of social media. Not at all. I firmly believe social media is here to stay and it is a communications channel of tremendous value when used cleverly.

However, I do believe excessive posting is pointless, not to mention unsustainable and that we will soon see a consolidation of sites and a better product as a result.

Then again, I'm not a Millennial, but as they are mostly still at school or university, it will be intriguing to see if they can manage their eight or so personal social media accounts once they enter the world of business and the 12-hour day.

Thank you for reading. As always, comments and questions are welcome.