I've noticed in the world of social media there's an inclination to focus more on the medium than the message. On a daily basis I'll be asked if people should post to Google Plus, Pinterest, Twitter, Quora, and more. It takes a yearly scale, on the other hand, to add up the number of people who talk to me about who they should be talking to, why they should be conversing, and what they should be saying.
I think I get it (at least from my world view): as social sites have rocketed to prominence the news sites and bloggers have talked about the power of Facebook and Twitter, the muti-million dollar mediums which have effectively delivered over a decade of messages. With all this focus on the medium, the message becomes an afterthought.
As we enter our second social decade, we're starting to find a generation of marketers who has heard nothing but praise for the value of the medium over the message, and in doing so that generation is beginning to believe the medium has more value than the message.
This affliction is made worse by the sheer volume of information this new breed of marketer consumes. Every day they are asked "who is your audience," or "what is your goal," and every day those questions are left unanswered because there's another how-to to read, another list to consume.
How do we reignite this focus on the message or, more importantly, was the message ever the main attraction in the first place? Maybe this isn't so much a discussion as a personal rant but if you have any thoughts, I would surely like to hear them.