People take things at face value on social media. Earnestness is the assumption.

Visibility without Value is Vanity

Presidential campaign observer Teddy White on the second Kennedy-Nixon debate in which the candidates spoke from separate television studios: "It was as if, separated by comments from his adversary, Richard Nixon was more at ease and could speak directly to the nation that lay between them.

Social media is an amazing tool, but it's really the face-to-face interaction that makes a long-term impact.

Nixon wanted view and advice brought to him through intermediaries. He wanted information filtered as it came to him – and he wanted his filters to filter his will back to those whom he must direct.

In social media, people cannot build big followings organically unless what they are putting out to the world has value.