Social media has the potential to be incredibly powerful.
Through platforms like Twitter you really can engage with an audience in real time. You can be truly social and conversational.
Sadly, this isn’t how most companies and individuals use social media.
Most companies send out tweets or publish Facebook posts as a way to promote their own products or services.
They buy a lot of social media ads. They use automated tools to schedule tweets and posts days, weeks or even months in advance.
And they barely engage at all.
In other words, most companies use social media platforms simply as one more broadcast medium. Nothing social about that.
That’s a pity, because social media has so much more to offer.
