Can a business be narcissistic? It likely depends on the business. Is the business based on a tangible product, an idea or a personality such as a celebrity or politician?
Too much of anything, including tweeting/posting, can be detrimental and a turn-off for the intended recipient– the opposite desire of the person or entity wanting to attract attention.
A marketer that overshares is likely to lose Twitter and Facebook followers, but oversharing can be a boom for celebrities. As more and more businesses turn to SM to communicate to/with customers either through direct tweets/posts or ads, the more “clutter” on users’ feed, the greater the likelihood that users will opt out. Which doesn’t bode well for SM platforms, even if it is free.
There is an argument to be made for frequent celebrity tweets/posts in order to keep the celebrity top-of-mind with fans. The more provocative the tweet, the greater the likelihood of publicity (Twitter can be a publicity multiplier) — and not necessarily positive publicity as numerous celebs and politicians have discovered.
Recognizing that public forums like Twitter and, to some extent, Facebook, are just that, PUBLIC, should make a sharer more cautious with the types of information they share. Since a celebrity is also a brand, it would be prudent to take a more conservative approach to sharing the details of one’s life in order to preserve brand equity.
However, turning to Twitter to share may reflect a deficient character…
From Daily Mail:
Tweet a lot? Then you’re probably SELF-OBSESSED: Narcissists use Twitter the most because they crave approval:
Study by High Point University, North Carolina, said narcissism appears to be a primary driver for the desire for Twitter followers
Adult narcissists prefer to post their news on Facebook while Millennials’ status updates are less likely to reflect narcissistic tendencies
I’m still a believer and practitioner of the “old” advertising axiom: Less IS More.