Rand explains that some pretty exhaustive research from Buzzsumo and Moz has revealed a very low level of links generated from social media posting. Tiny in fact. So small that it would make you question the sense of posting hundreds of thin content posts out at all.
I guess this is all common sense really. I am sure we have all been recipients for pointless posts which are simply ticking a box of "productivity" and reported "action".
What the article essentially says is that there is no substitute for well thought out targeted content which actually has some value. And in many cases the number of "influencers" are very small so you may be as well to try and speak to them on the phone or send a personal email - rather than go for the mass market thin content approach which I get all the time.
The reality is (according to the research) is that no one reads this stuff so we are all wasting time doing it.
This makes me think back to the days of PR agencies who would go out and speak to an editor, find an angle and then put something together. It was costly and time consuming but it did get used. The internet came along and took the cost out for everyone but most people are sending out rubbish which does not get read. Interesting too is that in the research it showed that quite often content which is shared or retweeted has not been read by the person tweeting it or favouriting it.
Its a great article and I for one will be thinking about how I can use it to provide a more meaningful service. You can see it here.