Stop Thinking of Social Media as Media

Media refers to various means of communication like television, radio, and the newspaper. News organizations, businesses, and yes even non-profits use media to communicate a message to a mass group of people. In essence it is a shot gun approach. The more people that I can get to see or hear my media the better chance I have to influence a community, culture, or cause. Media is a push type of technology. You don’t interact with it. You simply consume it.

There is a problem with this type of thinking when entering into the online social realm. You can’t simply blast your message onto Facebook, Twitter, your Blog, Linked In, YouTube, or any other social service. You could try but it will get you about as far as trying to ride a skateboard without wheels. It doesn’t make sense. Why? Online social services are not media or just push technology but interactive means to connect with individuals. These interactions and connections can around information, media, thoughts, brands, causes, stories, and even images. I think media is the wrong word when examining these services. I believe a better term would be social applications.

Social Media is not about MEDIA! It is about applying what you know, care about, and believe in into a social setting that happens to take place online. Please make sure that when you do apply yourself that you do it the best way possible. Then you will start to see results.