There's this rush to get into social these days.

"Let's start a Twitter account, let's get on Facebook" - stop me if you've heard this one before.

But I think we need to take a step back and look at the ability to write, and specifically write for the web, before you engage in social.

I see sites on a daily basis who are "active" on social media, but their websites and/or blogs look like something out of the '90s. What's the point of producing content if no one can find it?

Which brings me back to writing. There is a little bit of a science to writing for the web. If you aren't doing at least some keyword research before you write that next blog post or optimising your title tags and metadata, then you've just done the equivalent of running a race but not crossing the finish line.

You use your energy, but there's no result.

Then of course it's social media's fault.

Or is it?