Why social media is so useful and so seductive at the same time
Posted: Sun Feb 02, 2025 6:51 am
There are hardly any real alternatives to personal online communication, especially for sole proprietors and companies with limited advertising and PR budgets. Conventional ways of acquiring customers no longer work as well as they used to. The same friend herself admits: "Since I have been presenting myself as a brand on Facebook, the number of new customer inquiries has risen continuously. My website is also much more visited, and my advice blog is now being recommended many times."
But what use is the greatest visibility in digital media if people feel overwhelmed and, in the worst case, no longer have time to work properly? Why does our presence on social media overwhelm us more quickly than on other media? And: Are there ways to avoid overload and frustration?
Anyone who meets and exchanges ideas with others on social twitter data networks, including on professional issues, must largely say goodbye to the traditional ideas about advertising and customer acquisition that still prevail in many people's minds today.
People prefer to communicate with people who come across as authentic. This also applies to the professional sphere. Paradoxically, self-PR has the greatest impact when it is largely free of advertising and PR messages. This is basically how communication in networks has always worked: those who engage with others and also give them useful, helpful or entertaining content receive support in return and are recommended to others.
Anyone who holds back too much will unfortunately have to stay out
On the other hand, anyone who is not personally involved and refuses to engage in conversations that are not about factual issues will remain rather colorless for other people. Real relationships, and thus visibility and relevance, can only be built by those who are emotionally accessible and interact directly with others. Anyone who simply throws their own occasional messages and links into the status field will be sorted out as irrelevant by the algorithm alone.
But that is precisely where the problem lies: social media works best when the whole person shows themselves and also brings in personal aspects. Moreover, private and professional use are mixed on Facebook. This also means that even those who are primarily involved for professional reasons cannot avoid covering the entire spectrum of content and conversations.
But what use is the greatest visibility in digital media if people feel overwhelmed and, in the worst case, no longer have time to work properly? Why does our presence on social media overwhelm us more quickly than on other media? And: Are there ways to avoid overload and frustration?
Anyone who meets and exchanges ideas with others on social twitter data networks, including on professional issues, must largely say goodbye to the traditional ideas about advertising and customer acquisition that still prevail in many people's minds today.
People prefer to communicate with people who come across as authentic. This also applies to the professional sphere. Paradoxically, self-PR has the greatest impact when it is largely free of advertising and PR messages. This is basically how communication in networks has always worked: those who engage with others and also give them useful, helpful or entertaining content receive support in return and are recommended to others.
Anyone who holds back too much will unfortunately have to stay out
On the other hand, anyone who is not personally involved and refuses to engage in conversations that are not about factual issues will remain rather colorless for other people. Real relationships, and thus visibility and relevance, can only be built by those who are emotionally accessible and interact directly with others. Anyone who simply throws their own occasional messages and links into the status field will be sorted out as irrelevant by the algorithm alone.
But that is precisely where the problem lies: social media works best when the whole person shows themselves and also brings in personal aspects. Moreover, private and professional use are mixed on Facebook. This also means that even those who are primarily involved for professional reasons cannot avoid covering the entire spectrum of content and conversations.