Imota Click To TweetSocial media as an idea, as a concept, definitely exists – if only subjectively. Your idea of social media may differ a little or big from mine. Job Function Email List But social media as something, as a knowable thing that exists concretely rather than abstractly, is nothing more than a myth. Job Function Email List It's a mirage. And if you believe the mirage is real, bad things can happen.
Why is this important By treating social media as something different (though, undetermined), we fall into the "social media exclusion" trap. Job Function Email List If social media is considered unique or different from other media, then all previous rules and practices do not apply. Job Function Email List Its special nature requires us to develop new rules, create separate workflows, and focus on different metrics.
How often have you heard or read someone argue that social media cannot be held accountable or measured in the same way as other marketing activities? Exactly. Job Function Email List Some have exploited this privilege by popularizing the idea that social media marketing is a kind of alchemy, beyond mere human acquaintance. Job Function Email List Only they can take advantage of secret algorithms or access any obscure features.