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I think the aggressive commercialization of social media is the root cause of its diminishing value. It's the same, tired business plan rehashed over and over again.

Build an audience, serve up advertising.

Social media presents an opportunity unparalleled in history; a chance for those organizations which deliver truly superior products and services legitimately benefiting society and planet to succeed.

Instead, we see more of the same, even to the point of discrimination, where potential customers are treated better than existing customers simply because of the latest popularity contest results.

How sad it is to witness our economy shifting to the point where paying customers see reduced service and attention while would-be influencers receive the same product for free (and then some).

Square One, as I see it, is business existing to fill a need. To fill a need with long term value in mind. This is business existing to make a difference before a profit. And where brands - personal and otherwise - are a function of consistent action over time.

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