Marshall McLuhan famously wrote, ‘The medium is the message’. If the medium is social media, then the message seems to have been: the social spaces a company chooses to operate in – and how quickly they can do that versus competitors speaks volumes about their brand.
When a new platform emerges, we see brands dive in head first to try to capture the early mover advantage. They hope to reap the benefits of high engagement while there is less competitive clutter, and while the platform is potentially more cost–friendly. But the real test of a brand’s ability to be perceived as social is not being first. The real test is how engaging a brand can be on a given platform. We also want to be certain that we are capturing the attention of the right people…. Read more