In a recent LinkedIn post, Mark Firth discusses the influx of self-proclaimed experts and “gurus” that appear whenever the platform’s algorithm is mentioned, contrasting their approach with more authentic engagement.
Firth expressed his frustration with what he perceives as a swarm of individuals shamelessly promoting their services in the comments section of posts discussing the algorithm. He likens the phenomenon to a scene from the movie ‘Beetlejuice,’ where invoking a certain name brings about an immediate response.
“Yesterday I posted about the algorithm & every desperate ‘guru’ on LinkedIn® appeared out of nowhere… To shamelessly pitch their services in the comments, 100+ comments so far.”
The Rise of the Formulaic Commenter
Firth observed a pattern among these commenters, noting that many appeared to be new to his network and exhibited strikingly similar online presences. He describes their profiles as having a “formulaic banner, headline & fake AI headshot,” leading him to feel a distinct lack of genuine connection.
“I started looking at the profiles of the people commenting because I’d never seen them before,” Firth wrote. “From Houston to Delhi, they all looked identical, same formulaic banner , headline & fake AI headshot. I felt nothing. It was like they all just hatched from the same bot farm.”
Authenticity vs. Algorithm Chasing
To highlight the difference between superficial engagement and genuine interaction, Firth directed readers to another post he had made about his personal life. This post discussed the emotional experience of becoming a father and the challenges of relocating and starting over at 44.
He urged his audience to compare the tone, length, emotional depth, and interactions on both types of posts. Firth pointed out the stark contrast in the quality of engagement, emphasizing the individuality and authenticity present in the comments on his personal reflection.
“After that post, please scroll down, and look at the comments when I made a post about ‘life’. I spoke about the bittersweet experience of being a father, being forced to leave the USA at 44 and start from zero again. Look at the tone, length, emotions, and interactions. Look at the individuality of the opinions and the realness in the profiles.”
The Real Measure of Success
Firth questions the effectiveness of the algorithm-chasing approach, suggesting that genuine connection and authentic content yield better results, particularly in lead generation. He implies that those focusing solely on algorithmic trends are pursuing a misguided strategy.
“See the difference in quality. Which do you think generated more leads? You’re playing the wrong game,” Firth concluded, advocating for a more human-centric approach to building a presence and generating business on professional networking platforms.
Firth’s critique serves as a reminder for professionals to prioritize genuine connection and meaningful content over what he describes as a superficial, algorithm-driven performance.
📝 About This Content
This article is based on insights shared by Mark Firth on LinkedIn.
📅 Originally posted on November 12, 2025 | View original post on LinkedIn →