Facebook. Google+. Linkedin. Twitter. All of it. Everything in social media is designed to replicate face-to-face engagement. Or rather – to come as close to a real, personal experience as possible. Direct engagement is the goal. If social networking tools, tips, tricks and mediums get you closer to that – great. But know this – if your pitch sucks, it doesn’t matter what tools you employ. Story first. Medium second. It’s been that way forever in the business of engagement.
What businesses need today are a lot less social media gurus and a few more hard core communications tacticians who can help shape stories and plug them into the mediums that are designed to replicate face-to-face experiences.