Jon Wesselink

...only to finish and realize it didn't actually say anything new?

Lately it feels like we're getting really good at optimizing how we say things, but not necessarily what we're saying.

For a long time, social media felt like one big town square.

Now it feels more like a collection of neighborhoods.

People are choosing the platforms and communities where they feel most connected. Some are on X, others on Bluesky, LinkedIn, Threads, Mastodon, TikTok, Instagram, YouTube, and whatever comes next.

But something important gets lost when we only look at social through dashboards and numbers: the people behind the engagement.