Chris Brogan wrote a piece about “are you a show or a station?” in what you put out in social media. If your program is a show you stick very closely to a narrow focus but if you’re a station you put out a variety of content.
A good example of this would be someone at an organization who tweets or does Facebook updates about all kinds of things from how they “are eating a muffin on the way to the airport to head to a conference” to linking to some industry link they found interesting and think you may too.
The first example is a station comment whereas the second is a show link.
Maybe another way of looking at it is that some people lean more to the personal sharing while others lean more to a very focused approach to what they put out into the world.
Before social media, the options for doing any of this were very limited. The best you could do is provide a written piece in a newsletter that you mailed out once or twice a year. Even there, it was probably a very formal writing style. It was expensive, too.
Finding what’s right for you or your organization is your challenge. That is, if you’ve been able to get past the first challenge which is to do anything with social media in the first place.
What is your approach?