The trap of social media noise
Now that everyone is a marketer, many people are looking for a louder megaphone, a chance to talk about their work, their career, their product... and social media looks like the ideal soapbox, a free opportunity to shout to the masses.
The article finishes with solid advice:
Relentlessly focus. Prune your message and your list and build a reputation that's worth owning and an audience that cares.