Merlin is killing it, as always.
Any bias against NPR notwithstanding, he’s absolutely right. The beauty of sites like Twitter, Facebook and a blog are that they allow you to speak directly to your audience without formality or unnecessary structure. You can speak to your customers online the same way you speak to them in person.
A recent study from the Pew Research Center showed 93% of links in mainstream media tweets link back to those organizations’ own sites. We at L&L are sometimes guilty of this, too.
But the lesson is that you should use your social media platforms not to (just) push your content out into the ether. You should use them to give your followers, friends and customers something useful, interesting or kind of funny.