I am continually amazed that even after the internet has pervaded almost all aspects of modern life, at least in the UK, we still have people that just don’t get it. And by it, I mean applying the quirks of humanity to the internet.
The most recent incident of this I’ve come across was a new club that is opening shortly. I found out about them when they were tweeting all their followers with identical messages. Pretty much anyone on twitter or anyone that’s written Christmas cards* to people in the same social circle knows you just don’t do it. Even if the message is the same you have to switch it up, even when all you want to do is wish everyone merry Christmas or tell them your club is opening. Generally people want to feel like you’re actually taking time out to communicate with them and not firing off some misguided faceless mass message. Generic wishes make people feel like you don’t actually care and run the risk of making people feel like they’re not valuable. It’s why people hate purely pre-printed well wishes in cards and automatic DMs. If you’re going to be personal, then at least put some personality into it and not just copy-cut-paste. Otherwise why bother – you run the risk of making people feel less valued than before you sent the cards/tweets.