Social Saturation – Helping Your Personal Brand

Our attention has become a scarce resource and some of us have suffered from some serious over saturation of what can only be described as drivel. When I first started to take Twitter more seriously it was a one-stop source of information, I could skim through my feed over a cup of coffee and be up to speed with what was going on. I realised a few weeks ago that I could no longer do this, something had changed.


I sat myself down and took a good look at the accounts I was following and I could see the error in my ways. Here were some problems I saw:

  1. I was following over 700 accounts (Many of whom I had never heard of before).
  2. Somehow I had  accumulated a number of “Good morning!” or “what a shit day” tweeters.
  3. Several accounts were more interested in hearing their own voice than actually making a valuable contribution. Tweeting for the sake of tweeting.

What happened next was a mass culling of people and brands I was following on Twitter. The worst part about the information that I had been  feeding myself is that my own tweets started to stray. I used to ask myself a question when I would write a tweet, “if someone else was to say this would I be interested?” This I think can be a hugely beneficial question that you can ask yourself, try it out and take your time when putting yourself out there.

Ever heard of the Law of Diminishing Marginal Utility? Marginal utility is essentially the amount of enjoyment we get out of something. The law itself states that for each additional unit consumed we will start to enjoy it less. For example, you would enjoy an ice cream. A second ice cream may be good but not as good as the first one. By the third you would probably start to feel quite sick. Get it?

So, moderation is still an important piece of your online profile. Whether on Facebook or Twitter if you oversaturate the platform with, say, twenty mindless updates a day you will lose the amount of utility your friends or followers get out of you. If that happens you are probably on your way to a filter. Make sense?

I was sent an article the other day on Twitter Psychology and this piece just seems far too appropriate:

Twitter is often uncharitably said to be perfect for our narcissistic age. It enables people to gather followers, talk about themselves, all without having to listen to anyone else.

At the end of the day it will always be what you want to get out of it and what sort of personal brand you want to develop. Remember that brands are not always 100% peachy, but when they are not in a place they are happy with they will do what is best for the brand reputation.

About Murray

A mildly delusional social addict who once dreamed of becoming a viking
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