It was inevitable.
Because social media is not the end all be all. Social media won’t cure your marketing woes. Social media will not make you more popular. And social media will not cure cancer.
Social media is a channel (or more accurately several channels) and it always has been. Just like television, radio, email and websites.
Facebook, Twitter, Pinterest, LinkedIn and all the rest are channels.
And channels are only as good as their content.
Nobody tunes into NBC because it is NBC. They tune in for the content that’s on the channel. Nobody tunes into a radio station for the radio station. They listen to the talk or the tunes.
That same behavior exists for Facebook.
People go to Facebook for the content. They go to see what their friends, family and co-workers are doing. They follow brands for quality content.
If the content dries up or gets bad – they leave.
That’s the nature of being a channel.
Some would argue that Facebook has already started to fade because they have been more focused on monetizing and advertising than on making the content experience better, richer and easier.
That’s not to say that content doesn’t have to be optimize for each specific channel. Just like content creators have always done for radio and TV. Marketers need to create content that works for the specific channels. So content published on Facebook and on Pinterest will be inherently different because they are different channels with different features.
But it is still about the content. Not the channel.
And that’s how we should all be thinking about social media now – channels. Create good content, optimize it for your specific channels, and then publish it.
Is that how you’re thinking about social media?