Somewhere near you, right now, a person is typing “coffee near me” into
their phone with every intention of giving somebody money in the next
eleven minutes.
They are not scrolling Instagram. They are not reading LinkedIn. They are
looking at a short list of businesses on Google and picking one.
And yet Google is the thing almost nobody posts to. We will spend twenty
minutes choosing a filter for a photo our friends will like, and leave the
Google profile exactly as it was the day it was set up. A phone number, an
address, and one photo of the front door taken in better weather.
The profile with something recent on it looks open. The one that has not
been touched since it was created looks shut, whatever the opening hours
say.
So here is the unglamorous truth about posting online: the least exciting
destination is the one where somebody is actually deciding.
