Social Media

Tik Tok

Virality Treasure Chest

Purpose: Maximize attention and addictive usage. Content is tested fast and wide, regardless of your following. If it hits, it scales. Favors novelty, speed, and strong hooks.

How it works: Uses small initial test pools to gauge reactions, then rapidly expands based on engagement. Anyone can go viral.

It’s not about your followers—it’s about your content. Dogs and hi-jinx set to a VERY loud soundtrack mandatory.

LinkedIn

Purpose: Curate professional presence and foster trust-based engagement. Favors content that reflects authority, experience, or insightful thinking - ME!!!

How it works: Content is pushed to a subset of your network first. Engagement (likes, comments) lead to broader distribution, but probably not to all of your connections.

Slower burn. Generally get 48 hours before rocket thrusters are shut off.

Most importantly - acts as a nanny. Ensures you are protected - even from your own connections.

Facebook (Meta or Fesse Bouc [for you Frenchies])

The original. Oft imitated - mistakes and all.

The social media contract was - ‘enable connection at scale.’ We got thumbs, likes, bots, toxicity and obfuscation - and that was just from Zuck.

No worries, the users followed suit.

Scarcity is the name of the game. I have 150 “friends.” On a given post I get access to . . . dunno. Why don’t I know, cause they don’t tell you. Above is a sampling. You’ll see the level of interactions. Clearly not good enough for Zuck.

So what do you do? FB’s got a solution - you BOOST!!!

No charge, right? Yeah, right.

For $20, I got access to over 500 “impressions.” I think they’re people but I may have it wrong. Note, they didn’t like my post either. I blame Zuck.

I have a solution - how about we go back to the original intent and have my posts go directly to my connections?

Are you crazy?

We need that real estate for the boosted posts - and ads and for us to congratulate ourselves on being ‘human’ driven. The promised land of human discourse.