More than 20 years ago, The Boss showed that he was able to do more than just strum a guitar and write great rock & roll songs. It turns out that one of New Jersey’s most notable musical exports also had a good handle on the future of media.

Right now, we’re seeing many brands scrambling to provide content for their various social and traditional media channels, and then become disappointed when that content doesn’t generate the amount of likes, shares, comments, etc., that they feel would make the production of that content a success.

The issue? We haven't been telling the whole truth.

Marketers and so-called social media experts have been preaching for years that ‘content is king’ and now with social media, making sure that you have a presence on every digital channel available. The reality is that’s not the entire truth. See our previous post on Meerkat for more insight on this one.

As social media matures, we’re seeing a cultural reset of how people use it and how they follow brands and individuals. Whereas people tended to be ok friending and liking hundreds of people and brands on Facebook, they’re curating who and what they follow on Instagram.

People have more options now and are less willing to waste their time.

Consumers have more options than ever before. It’s not enough to just to create content, it needs to be good content… content worth sharing and watching.

It doesn’t matter if you’re on 57 social media channels or just five. If you're your content isn’t endearing to your audience, they will find something else to watch.

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