In putting ourselves out there with the content we produce, we have to recognize: We are not exceptional. We do not deserve attention. We have to earn it. And the algorithms are working against us.
The starting posture of the Web is "who cares?" Social media promises a place at the podium. It’s a lie. Instead, we are hired to be unpaid labor to make sociopaths wealthier.
Can you still get something out of social, blogging, podcasting, etc.? Sure, but we have to see through the misconceptions to find a smart strategy so that we can actually get something out of our marketing efforts.