There’s no such thing as social media.
There’s Facebook, which is eating up what we used to call the Open Web.
Those who speak of “social media” remind me of those who used to tell you that you could submit your site to 100 search engines. Last time I checked, 95% of the traffic I got came from that one search engine whose name replaced the verb to search.
Those who speak of “social media” seem to forget that the largest of these social media sites, currently worth a cool 340 billion USD, actually bought what is now the second or third largest of these “social media” sites for a mere 1 billion USD.
Is Instagram really much more important than what Google Images is compared to Google Search? Maybe – and just maybe, only for those in fashion or sports apparel. Is Twitter of any importance beyond tech companies? What about Pinterest?
And what should my company, a proud maker of dishwater detergent, do on Snapchat?