"What if viral content is not the best content?"
Interesting take from The Atlantic's Alexis Madrigal, published a few months ago:
But what if viral content isn’t the best content? Two Wharton professors have found that anger tops the list of shareable emotions in the social-media world, and a study of the Chinese internet service Weibo found that rage spreads faster than joy, sadness, and disgust. In general, emotional appeals work well, as everyone in media has come to discover.
Of course popular, viral content is rarely the best content. Just like the most popular show on TV is rarely the best show.
I like Madrigal's take on retweets: turning them off to avoid these viral, spontaneous shares of content not worthy of your precious time. But it seems a bit too much: Not all retweets can be simply reduced to low-quality content.
I prefer my way of turning the noise down: Follow a limited number of people (100 in my case), and turn off retweets for about half of them, from time to time. I find it to be a good compromise.