No message is the single-most-important message.

It’s sort of like when you’re sitting with someone and you look over and they smile at you. You’re sitting here reading the paper, and you’re doing your side-by-side thing, and you just sort of let people know you’re aware of them.

This sentiment from Yahoo chief scientist Marc Davis to New York Times contributing writer Clive Thompson is as relevant today as in 2008 when Facebook updates were the rage.

Facebook updates

Inane updates remain the rage, as the above screen shot of some of my friends depicts. Just because I am not inspired to add a comment and converse doesn’t mean someone else won’t comment.

Clive elaborates:

Merely looking at a stranger’s Twitter or Facebook feed isn’t interesting, because it seems like blather. Follow it for a day, though, and it begins to feel like a short story; follow it for a month, and it’s a novel….

E-mail is something you have to stop to open and assess. It’s personal; someone is asking for 100 percent of your attention. In contrast, ambient updates are all visible on one single page in a big row, and they’re not really directed at you. This makes them skimmable, like newspaper headlines; maybe you’ll read them all, maybe you’ll skip some.

Ever wonder why some people choose to comment when others don’t, why some people opt to share website content with their social networks when others don’t, and why some people don’t care when others do?

Pertaining to social sharing buttons that many bloggers employ somewhere adjacent to every article they write, Mitch Mitchell muses why few people click to share this article with Facebook or that article with Digg. He suggests the placement of the buttons is partially to blame for why few click.

You do it because most of us are blind to these things… we tend to become blind to the buttons that allow us to highlight posts we might like. Some of the buttons people have near their posts are small and easy to overlook after awhile.

That’s why you would do it… This means that if you’re going to do it, at least from my perspective, you should do it on posts you absolutely know are premium posts. How will you know? If you don’t know when you’ve written a premium post then no one else will either.

But placement isn’t everything.

Some bloggers don’t care if you socially share their articles on your Facebook wall, your Twitter feed, or your Google circles. They don’t care if you email it to your colleagues or print it for your refrigerator.

They write what they write because they want to write, not because of some external action that may or may not occur.

Marcus Sheridan elaborates why 6 bloggers don’t care if you like them.

Danny Brown no longer cares if you like him. His goal is not to add friends and followers. Nor is it about adding subscribers by making everyone happy. No, Danny Brown now writes to promote action, push the envelope, and initiate real, positive change in a world that sure as heck needs it.

The reason you choose to socially share is your reason alone, no different than why you might comment on a blog article or a Facebook update when your best friend will not. We are individuals at the end of the day and, cliche or not, we do what we do because we choose to do it.

This may not be the conclusion you were hoping to read, which is why you are encouraged to share your thoughts below.

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