" Top-of-mind awareness requires companies to send messages consistently, but today’s consumers are besieged with every company of every type, size, and description jostling for attention, making pleas to friend, follow, subscribe, read, watch, and click. Unimaginative marketers attempt to stand out with message frequency, or by exchanging bribes for attention (resulting in an explosion of Facebook contests and giveaways, among other tactics). "

― Jay Baer , Youtility: Why Smart Marketing Is about Help Not Hype