What’s the marginal value of that next article you’re about to schedule in Buffer? Will it matter to the people who care enough to listen to what you have to say?

Did you even read it?

Here’s the truth: I don’t trust you more because you tweet article links every 42 minutes.

There’s no scoreboard. You don’t get points every time you post an article at the right interval. You don’t win trust just because you posted when the majority of your audience is online.

You win trust by being human, relatable, caring, and trustworthy. You win by doing what you wish others would do for you. What if you started a conversation with someone every 42 minutes instead of posting another article?

Sure, use the latest and greatest tools to increase your reach. But be human and make it matter.