In praise of online obscurity
Solid piece in WIRED by Clive Thompson on how dialog breaks down with too many followers. This suggests a workaround of smaller, more nimble campaign-oriented messaging. I.e. People don't want to "save the world" as that's too abstract but they may want to follow the issues around offshore drilling.
All that said I'm not sure the word "obscurity" really supports the pieces premise... it's really about the challenges of having dialog and scaling.