Should You Be Scared of Your Own Shadow?

Shadow content are the Tweets, Facebook News Feeds, LinkedIn Activity, etc. that scroll passed us seemingly every minute. There are social network aggregators to help us try and keep it all straight while our iPhones, Blackberries and Droids almost guarantee that we can’t miss a thing.

As shadow content was quickly seen as a serious threat to the attention of publishers’ loyal readers, our first reaction was to join in and create Twitter accounts, Facebook pages and LinkedIn groups, rarely ever thinking about implications down the road.

In addition to my many roles, I now need to think about what, how and when my colleagues are using social media sites to represent their brands and reach their readers.