Think for a moment about what wisdom is.  About what it really represents.  The most simplistic definition, shortened, is that it’s a clear knowledge of what is true or right.

When you define what a pearl is, you have to take into account that there are very real pearls and very fake ones.  The finest quality natural pearls are extremely rare and require deep mining of the ocean to find those that have the most value.  Those with the highest quality are valued for their beauty, and have been so for centuries.  That’s why the word pearl is associated with something that is extremely rare, intrinsically valuable and very fine.

Cultured pearls make up the majority of what is traded in the market but you can still find valuable pearls within the wild ocean.  To supplement the industry and in an effort to turn profit, plenty of imitation pearls also flood the market.  Despite their attempts to replicate beauty, fake pearls are often easy to identify and stand out against the real thing like an ugly stepsister.

Take with that how we view social media, and consider the concept of “pearls of wisdom”.  When we peruse through conversations and  social media marketing attempts we can see that the most valuable conversations do indeed still occur in the expansive ocean of the web - but they’re very rare. It’s these rare conversation that actually grant an intuitive comprehension of solutions along with the ability to apply the necessary process to meet that solution.

Conversations that fall into the realm of “fake pearls of wisdom” are a bit easier to spot and can be quickly distinguished from the rest.  We see those more often with content marketing throughout social media that is hammered and spammed with poor quality PLR and recycled mish-mash

With social media marketing, business sometimes neglect the true transparency of their presence and conversations.  Without any clear understanding of what quality is, they move forward using old marketing tactics and gimmicks to create a social media stir.  The result is that people quickly pick them apart from the bunch as being “fake”.  What’s worse is the group that take an advertorial standpoint with social media and start pushing messages to their followers that add absolutely zero value to the fold.  The content does not lend itself to a solution, and lacks any real “wisdom”.

People migrate to, thrive on and demand true pearls.  At the same time, there’s a certain expectation that they are indeed hard to find.  That’s one of the reasons why those conversations provide so much value, because of their rarity.  The only way to make a bee line and connect with the user who is seeking your pearls of wisdom, and effectively drive the right message, is to view social media in the proper light.  You must be marketing on a human network where you can be caught seeking wisdom (both receiving and delivering).  If you’re anything but, such as striving for an integrated network of leads as you power efforts to gain attention and ad click, then people with disperse and gather elsewhere.

Social media marketing is a monstrous construct, like the witches golem.  Among the folds and debris that are constantly added to, you can find the pearls of wisdom that come from a very select and small crowd of people.  They provide information and authority that can last forever.

The rest?  Well, all those other forced results are temporary.

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