The internet as the “global town square” has finally sputtered, choked and given up the ghost. It was running rabid, foaming at the mouth for some time now so it’s for the best that half of the global village agreed to get out the shotgun. I’m not saying X/Twitter itself is dead, merely its days are gone as a sweaty piazza crowded with half a billion people that allowed normal folk a chance on the soapbox every once in a while.

We no longer have one overarching social media platform to rule us all and in darkness bind us. If you are a standard social media user, this might be okay for you. There are now around 16 popular platforms to choose from, including the Meta suite (Instagram, Facebook, Threads, WhatsApp), TikTok, Bluesky, LinkedIn, Snapchat, Mastadon, YouTube, Reddit, etc. You get the gist. Pick your favourite interface, find your people, have a blast.

But for media personnel, small businesses, big businesses, influencers, content creators or anyone else whose livelihood is interconnected with audiences and reach, this is nothing short of a nightmare. Fractured audiences mean gruelling hours spent repackaging the same content to please each platform. Sweating, clicking, pouring drops into bloodshot eyes, double checking hashtags and trends and the search engine optimal words of the day. Having an always-on presence is a ticket to success, they say.

(Image: Newsquest)TikTok wants users to post between one and four times a day. Instagram, Facebook, and LinkedIn want between one and two daily posts. Twitter/X? At least three to four. If, like me, you have recently joined the Bluesky brigade, your best bet is sharing up to five times daily. The best part about these platforms is they like to switch it up without telling you so that you’re always on the........

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