To indulge in a popular Twitter form of commentary, I’m old enough to remember when begging for Retweets was simply, my dear, that was not done.
Now, though, my Timeline is awash in overt plays for Retweets. On any given day I see a half-dozen variations on the “Quote RT this with…” format. “…with the name of a movie you used to hate but now love.” “…with the last book you read but add ‘Harry Potter and the’ to the title.” So on and so on.
I can remember not that long ago when posts like that, or ones on Facebook encouraging fans to fill in a blank by leaving a comment, were seen as the worst form of engagement-bait. They were cheap ploys to appeal to people’s vanity, empty content with no intrinsic value.
So what changed? Is this the natural evolution of social media? The result of a generation of “experts” that’s followed my own and isn’t holding itself to the same standards we did? Am I just an old man who doesn’t like how the neighborhood is changing and so spends his days throwing firecrackers at the kids on the sidewalk?
It’s probably all of the above. Tactics change, I get that. That doesn’t make it any less head-scratching to see what was once considered to be common sense and a violation of best practices now so commonly used. Apparently it’s no longer beneath anyone to overtly seek empty engagement, which is a change in mindset I’ll have to adopt.
Chris Thilk is a freelance writer and content strategist who lives in the Chicago suburbs.