Against the anodyne

I've been doing a lot of research this week to ensure that my new client's Twitter feed gets real results.

I did some market segmentation based on the results of this research and it has proved to be really effective in targeting tweets. Based on the initial click through data, I've also optimised the time the tweets occur to hit the correct timezones. I'll keep monitoring and adapting this.  Already I'm in contact with some great people and I'm engaging them in conversation.

Hang on a minute. Why am I bothering?

I could just set up a load of timed clone tweets, press "go" and collect the client's money couldn't I? That seems, to me, to be what some social media "specialists" do for their customers.

Apart from the fact my "moral compass" doesn't point that way, all it would serve to do is convince my client that social media doesn't work. They wouldn't recommend it - or me - to anyone else. It would be a one off contract with no hope of renewal. Even worse, there would be another social media sceptic in the world!

Social media gets its name for a reason. It's about interaction, people and engagement by them and with them.

Anodyne feeds don't fulfil people's needs. They don't work. Please don't use them!