Sorry, we could not find the combination you entered »
Please enter your email and we will send you an email where you can pick a new password.
Reset password:


Plus Report - By Thomas Baekdal - October 2014

How Social Media is Making itself Irrelevant

It started as an experiment. Twitter, who wanted to increase new user involvement and engagement, started to add tweets from people you aren't following into your stream. And now it's an official feature.

At the moment this is not as bad as it sounds, because Twitter will only ad tweets from 'other sources' if they have nothing new to show you. So for heavy users like you and me, we will probably never see them.

The idea is to make Twitter more useful to first time users. So the first time you sign-in, instead of just being presented with an empty feed, you will see a full list of interesting tweets from people you might find interesting.

Note: Twitter has now expanded further on this by adding 'While you were away'-ranking, based on the same engagement idea.

As a concept, this doesn't sound that bad. It sounds rather useful and enjoyable.

But, it's the wrong solution to the problem, and in this article I will illustrate why in a very simple way. Not just in how it affects Twitter, but also why conversion from Facebook is dropping, and what this means for the future.

Here is how social media sites make themselves irrelevant.

First let me quickly define the graphics in this article. I'm going to illustrate different types of social posts using boxes, colored to define their importance.

The yellow boxes are posts that have very low value, but otherwise have a high level of engagement. These are the funny snackable tweets, or the posts with the viral headlines.

The red boxes are the posts that have a very high level of value. These are the posts that inspire and create conversions. And they are not just valuable to you as a brand/publisher, they are also valuable to the people reading them. But because of their higher value, they are also less snackable and less 'cute'.

In between are varying levels of gray boxes. These are posts that are neither funny, nor valuable. These are the pointless ones.

This 20 page report is exclusive for subscribers. (login)

Try it free for one week

Register to try out Baekdal Plus completely for free for one week.

for just...
for just...
You get two months for free


Baekdal Plus is your premium destination for trends and analysis for the media industry. Every year you get 25 reports about the future media trends, business and editorial strategies, monetization analysis and insights about how to use analytics specifically for publishers.

As a subscriber, you also get full access to all the Plus reports (more than 200) published over the past 8 years, as well as the ability to share what you read.

I'm a company, can we pay via an invoice?

Yes, of course, please write to and I will send you a regular invoice that you can pay via your bank. I will need your company name, address and VAT number (if within the EU). Also, please note that due to this process being manual, this will be for an annual subscription only.

Is there an Enterprise Plan?

Yes, please write to for details. But for 25-99 users: the price is 20% off the subscription price ($79/year per user), 100+ users is a fixed price at $5,000 (for all combined).

Can you create a report just for us?

Yes, please head over to Baekdal Media to read about consulting where I can help you with strategy reviews, trend and strategy reports, and strategic guidance for you media company or a specific publication.



The Baekdal Plus Newsletter is the best way to be notified about the latest media reports, but it also comes with extra insights.

Get the newsletter

Thomas Baekdal

Founder, media analyst, author, and publisher. Follow on Twitter

"Thomas Baekdal is one of Scandinavia's most sought-after experts in the digitization of media companies. He has made ​​himself known for his analysis of how digitization has changed the way we consume media."
Swedish business magazine, Resumé


—   strategy   —


A guide to using AI for publishers


How to fix people's perception that climate news is not useful?


A conversion that (never) ends. Mapping publisher funnels


Addressing news avoidance will help every other element of publishing


Managing churn from start to finish


What to consider before switching from subscriptions to memberships