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. Why?! You tell me.

Engagement (likes, comments) lead to broader distribution.

Slower burn - if it burns at all. Best case, you get a day before the algo let’s you drift down to earth.

Most importantly - LI 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.