I think the “Vanity Strategy” has grown out of a misunderstanding of social media, and the Internet. People don’t realize that the life of a piece of content posted online in most venues is often measured in HOURS. Virality isn’t a long term strategy.
Yet, it’s psychological deceiving I think. It FEELS so good to get a bunch of people commenting, and liking, but it has almost no business value.
The majority of content and social media comments adds no value in the echo chamber, yet people deceive themselves in thinking that VIEWS defines value.