How much do you like advertising? If you’re like most, the answer is somewhere between very little and not at all. This isn’t surprising, since most advertising is not meant specifically for you, and is designed to be loud enough to cut through all of the noise generated by other (irrelevant) ads.

Yet, as individuals, are we any better when it comes to how we use today’s new digital tools? How often do we put something out there – a blog post, a status update, a Tweet – that is nothing more than a shout? Or is blatantly self-serving, adding little or no value to the reader?

It is surprisingly easy to use Social Media, but surprisingly difficult to avoid being so self-centered. Here are some ideas that can help:

• Consider who your audience is, and why they are interested in following you.
• Put yourself in their shoes, and ask whether your post is worth forwarding onwards.
• Add value by referencing content from third parties (with attribution), not just your own “stuff”.
• Participate meaningfully beyond your own walled garden, by commenting on others’ posts.

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