In Praise Of Lazy

As excited as you and I are about Digital Marketing and Social Media, don't ever lose sight of the fact that most people are not and will not ever really care.

We used to talk about the 1% rule - that only one percent of an active audience will actually take the time to create content. That number has probably shifted higher because creating content is much easier and can be done in short order. It doesn't take long to pump out a 140 character tweet on Twitter, and it's equally easy to...