"Echoes never tell you anything new"
There's a lot of repetition online.
People talking about the same things. Re-posting existing news and opinions then patting each other on the back for a job well done.
Be careful of the echo chamber. Seek out fresh new territories.
Don't bother with the tweetup of social media fanboys / girls and gatecrash the plumbers AGM instead.
Frequently crop your followers, friends, mailing lists, RSS feeds for people who aren't offering anything fresh to the conversation.
Whilst working with a client who were receiving the same press releases and assets as other agencies, we advised them to delay posting the content immediately like everyone else. By waiting for the conversation and opinion of other recipients to surface our client could create new copy to reflect that public opinion. This gave a unique angle and voice on the same assets, compared to all the other agencies approach.