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Good commentary. It can get easy to try to widen the net too much. In the end, it is hard to build an audience if they have no idea what to expect.
That goes beyond social media and content curation, too. If a website owner wants Google to rank them, the website needs to have an idea of why it exists and for whom. Otherwise, it will be hard for search engines to diagnose what topics and keywords are relevant to the website, which obviously will decrease the chances of driving organic traffic.
I've had this same sentiment, but it is heavily dependent on our business model. We only aim for B2B, and our target audience is mostly internet pros. Those guys don't want to be pitched on Facebook, plain and simply. We also won't start posting inane stuff just to catch attention, so our page is very low in activity and likes. That's by design. We get much more run from LinkedIn, Twitter, Google+, and especially content marketing (our blog and other sites).
Kudos on the no nonsense opinion piece. Every platform and medium is unique, and we don't learn anything by sitting around the Facebook fire singing Kumbaya.
Sadly, this happens on other sites as well. After publishing an article on Search Engine Journal last week, some random auto-gen blog snagged my bio, started spinning it into gibberish, and is now cranking out a new "spin" of it daily. There's no monetization on the site, so I'm puzzled what the purpose is in the first place. Negative SEO attack perhaps?
Completely agree with the point that you can accelerate audience building on a major platform like this one, but in the end, you really don't "own" anything. Guest posts are great for building credibility and backlinks, networking, etc. At the end of the day, if you are blogging to support a business, you still need your own web presence.
For individuals, though, I mostly agree with you. I have a blog that is "just for fun", and it doesn't merit the time and effort required to push it up the SERPs. In retrospect, I would have probably been better off doing it on an established domain.