The Essence of Social Media Is Ruthless

A tree hugs below the ground for survival - it focuses, literally, on its roots. Then it can reach up.

If you want to know why corporate does social media badly, one word:


The lack of this essential quality.

Social media is about a ruthless, relentless, unforgiving, hyperfocused, super-specialized filter that you apply to every piece of content.

It is branding on speed. It's faster, digs deeper, and pulls in the whole of your personality.

It has no mercy on those who "just love" their own words.

Unless you are ruthless when it comes to your content focus and your vehicles for delivery, you will fail. No matter how much content you put out. 

* All opinions my own. Photo by me.


Dr. Dannielle Blumenthal is an author, independent brand researcher, and adjunct marketing professor with 20 years of varied experience. An avid researcher and prolific, creative writer, Dr. Blumenthal's interests span communication, marketing, qualitative media content analysis, political rhetoric, propaganda, leadership, management, organizational development, and more. An engaged citizen, she has for several years worked to raise awareness around child sex trafficking and the dangers of corruption at @drdannielle on Twitter. You can find her articles at Medium, and, and she frequently answers questions on Quora. All opinions are Dr. Blumenthal's own.