Customer engagement, not adoption of the newest tools and platforms, is what matters most
The hype over it still echoes, but social media just doesn’t matter anymore. Recent surveys suggest that small businesses are still slow to adopt social media efforts; and although they were exciting at first, social media agencies, departments and experts don’t matter anymore.
The frenzied hype, new measurement tools and rush to claim guru status never really were the point. And now, on further review, social media doesn’t matter because it does not exist beyond a label. While all the categorizing, classifying and departmentalizing was going on, social media simply settled into the center of marketing and business strategy. Everything that we formerly called “social media” is irrelevant and mislabeled.
Undeniably, we have a new way of doing business and marketing, but this new thing isn’t “social media,” it’s simply a focus on engaging customers. That’s all there is to it.