Heralding the death of non-social media

By Doug Schumacher

Introduction

Right before the end of the year, there was a strong backlash against marketing through social media channels. If you were working anywhere near social media, it was hard to miss: People said it doesn’t work. People said it doesn’t work as they’d like it to. And people said it may work, but it takes effort (my favorite).

It was probably inevitable. There’s never been a more explosive media format than social media. As someone wrote on one of my newsfeeds, “Is there anyone out there who isn’t starting a social media company?” At any rate, backlash is practically street cred for the internet set. It’s right there in the arc of the internet’s growth.

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