It turns out that social networks are actually terrible places to try to send a message en masse. At some point in their development, they stopped being a high-function version of your email address book, and became a kind of low-power broadcast antenna. It might be a great station, but it’s static-y, there’s too much filler, and it’s all too easy to drive out of range.

Tim Carmody, “Social Networks and Symmetrical Information”