Social media needs to be strategic. Whether you’re building a brand or just using it for personal reasons, there should be at least some level of strategy involved. So when I see useless (non-strategic) posts online—especially from brands—my response is something between angsts and sorrow.

So here are five examples of useless posts you should avoid.

  1. Tweets crossposted to Facebook. When you have tweets automatically posting to your Facebook page or profile, all the usernames come across as Twitter names…without the links. This is basically worthless and looks terrible on Facebook. Take the time to post the right content on the right platform.
  2. Facebook posts crossposted to Twitter. Same song, second verse. The tweet gets truncated with a link to the original post on Facebook. So now someone gets half the message and has to go to another platform to get any info.
  3. Autoposts from social measurement apps. These are not as prevalent as they once were, but there are still (useful) apps that will autopost account stats for the week. Friends don’t let friends post these more than once. I’ve seen much mockery in the wake of these posts, and I’m cool with that. You can typically just go in to the app settings and turn off the autoposting.
  4. Anything from I’ve never understood the purpose of content aggregators on Twitter because TWITTER IS A CONTENT AGGREGATOR. But services like came along and people signed up for them. Now they dot the social media landscape and automate content that’s really not useful or beneficial in any way.
  5. “What do you think about…” in Facebook groups. This may just be a personal thing with me, but in the Facebook groups I’m in, there seems to be a constant asking of others’ opinions on books, theology, people, organizations, etc. It’s like we’ve completely outsourced critical thinking and research. We act like we want to crowdsource our opinions on everything instead of doing the work and forming a personal opinion on things. Do the work, or just don’t have an opinion about something. We shouldn’t co-opt a crowdsourced opinion about important matters.

Have you seen these types of useless posts? What would you add to the list?

Jonathan serves as Director of Strategic Initiatives at LifeWay Christian Resources as well as the host and producer of Rainer on Leadership, Revitalize & Replant, and SBC This Week. Jonathan writes weekly at on topics ranging from social media to websites and church communications.