Remember when it was exciting to receive an email?
An email. One. Because, maybe twenty years ago, your email inbox didn’t get an awful lot of action. Heck, you probably didn’t even refer to it as in inbox. It was just “my email”. Email zero as a concept did not exist, because it was a given. You received an email, and you read it. Done. No more email to read. Until the next time, which might be in another day or two.
There are parallels here, of course, with regular mail. Snail mail, if you will. Twenty years before email, being sent something in the (actual) mail was exciting. It was almost always personal, and as such demanded your attention – which you were happy to give. And then, slowly but surely, what started to come through the letterbox changed. You still got those lovely letters from friends and family, albeit occasionally, but now you had bills, too. And direct mail shots. Then junk mail. Flyers for takeaway restaurants where you would never eat and postcard-sized promos for businesses that you would never use. Endless, endless junk mail. So much, in fact, that it ruined all of mail for you. And everybody else. Those personal letters stopped arriving. Pretty soon, it was almost nothing but demands and aggravation. Who looks forward to that?
Email went the same way, of course. It’s now just part of your job. Something you have to do. And, accordingly and so often, impersonal, automated, and cold.
Is this what’s happening to social media marketing, too?