Social media campaign strategies typically apply best practices designed to spread the brand’s message across devices and platforms with clarity and consistency. A new look at social media as a medium could change this practice. Tom Goodwin, head of innovative Zenith Media, writes in TechCrunch that the medium is now less important than the message. In others words, strategizing a social media campaign based on user devices and platforms might not be the best way to go. Instead, brand message is most relevant.
Here’s how it breaks down. Since the beginning of media, consumers have chosen to receive their messages through various means. First, through newspapers and radio and later through television, cable and social platforms. Goodwin posits that we are now in the post-digital era of media consumption. In this era, consumers take digital for granted and understand that they can access newspapers, television, radio and all of the traditional channels via a digital medium. Indeed, not only have the old media silos broken down, but device silos have also been eliminated. In order to reach the widest audience, apps are available in both Android and iOS. Cross-platform compatibility is highly sought after and achieved and many platforms are capable of integration.
Of course, social media platforms remain siloed, to a degree. Tumblr will never be Snapchat, which will never be Facebook, which will never be Twitter or YouTube. Yet, we constantly see similar features across platforms, such as timelines and notifications. In addition, Facebook users post YouTube videos and Tweet screenshots. Memes translate across multiple social media platforms. In short, when developing a social media campaign strategy in the post-digital age, marketers should strive to clarify and control their message knowing that it can be carried across digital space in ways the sender might not have intended.