I’ve noticed in the world of social media there’s an inclination to focus more on the medium than the message. I’m asked on a daily basis if clients should post to Google Plus, Pinterest, Twitter, Quora, or whatever the latest and greatest is that week. Yet it takes a yearly scale 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 get it: as social sites have rocketed to prominence, news sites and bloggers have talked about the power of Facebook and Twitter, the multi-million dollar mediums. 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? Over the next few posts I’ll be answering these questions and providing you with the framework needed to craft a meaningful message on any medium.

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