'Social Media' Is a Useless Idea
That's not because "likes" are some great indicator of marketing success. It's because the interaction model of marketers and customers/prospects on social media is one of the most interesting and quickly changing fields in communications today. Things that a few decades ago had to happen in person or by mail now happen instantaneously with people you never even see, and many of them may actually be computer programs.
Sometimes it seems like the whole thing is a big, distributed CRM vending machine.
But it's not one thing. Social media is in fact many things, and they're not really that similar.
That's why "social media" suddenly seems a useless idea. And perhaps it always was.
In the world where most of our interaction is happening online, are Facebook and Twitter really any more similar than mail and TV?
I don't think they are. The strategies, creative and interaction on both of them are completely different, not to mention the advertising. Facebook is a gathering place, Twitter is a micro broadcasting platform. Instagram is for sharing your pictures, Pinterest is for sharing images you find around the Internet. LinkedIn is how you want to be remembered, and Snapchat is for the stuff you don't want to remember.
It's time we stopped talking about these different media channels as the same thing simply because they emerged from a vaguely similar time frame and technologies. Each one takes the kind of individual attention you give to executing your email program.
And if that's the case, the singular idea of social media really isn't useful anymore.
Like the traditional media channels, you don't need to be on all of them. But the ones you do use must be respected as the unique platforms they are.