Is the medium the message…
It’s not hard to find a lecture, networking event, or article that focuses on how to use various types of social media to market your business. I’ve talked about it myself.
As the conversation about social media gets more feverish, I get less interested.
Agreed: as a way to get the message out and have a conversation with your customers and stakeholders, social media platforms really do the job.
But shouldn’t the focus be on the actual message? And once you figure out what that is, then spend time thinking about the right medium to share the message? Depending on your message, the best way to share could be rock carvings, skywriting, or good old fashioned paper.
No matter your business, there probably should be some form of social media in the marketing mix. But the exercise of figuring out what platform would work best and why isn’t a trivial step.