Media Isn’t Social?

Media isn’t inherently social.

We call it Social Media, but the ‘social’ part has to be earned. The platform is neutral. It can be used for broadcast or for genuine exchange.

Twitter can be social. Or it can be a broadcast channel dressed up in social clothing. Facebook can be social. Or it can be a PR machine with a comments section.

The social part comes from intent, not from the platform. From genuinely wanting to hear from people, not just wanting to be heard. From the willingness to be changed by what others say.

The question is never ‘are we on the right platform?’ It’s ‘are we actually being social?’