IS “SOCIAL MEDIA” FOR TOOLS?

IS “SOCIAL MEDIA” FOR TOOLS? The term “social media,” which at its most relevant is simply shorthand for a new toolbox of digital forums and formats, is becoming an annoying cliché. For two reasons: 1) An army of self-described experts and consultants are hawking their services as if the application itself was more important than the content (like being so proud of your beautiful invitation for a party that no one attends); and 2) It is a pedestrian, generic term. In the nineties catchphrase was “social marketing,” which was really just a trendy name for public-interest campaigns or traditional public relations. “Social media” is not more than the sum of its parts, rather it a bunch of unique parts or tools that work for users with varying degrees of efficiency. Quality public relations, advertising and marketing produce results. Use of “social media” is for tools …