Social media is not one thing. The term covers platforms with fundamentally different mechanics, audiences, and commercial purposes, and treating them as interchangeable is one of the more expensive habits in modern marketing. There are broadly six types of social media, each built around a different human behaviour: networking, content sharing, messaging, community, visual discovery,…
Social media platforms are not interchangeable. Each type serves a different function, attracts a different audience, and rewards a different kind of content. Understanding those distinctions is more useful than knowing the platforms by name. There are roughly six categories of social media, each with a distinct commercial logic: social networks, content communities, messaging platforms,…
A quotation of social media is any attributed statement, statistic, or insight about social media marketing that’s used to frame strategy, justify investment, or make a point in a presentation. The problem is that most of them circulate without context, get stripped of nuance, and end up meaning almost nothing by the time they reach…
A quotation of social media, in the truest sense, is an attempt to distil something vast and often contradictory into a single line. The best ones cut through the noise. The worst ones get printed on agency walls and repeated until they stop meaning anything at all. This article collects the quotes worth keeping, explains…
LinkedIn advertising works best when you treat it as a demand creation channel, not a lead harvesting tool. The platform gives B2B marketers access to a professional audience that no other channel can match on targeting precision, but most campaigns underperform because the strategy behind them is built for the wrong objective. Getting LinkedIn ads…
LinkedIn advertising works best when you treat it as a brand-building channel that also converts, not a performance channel that occasionally builds brand. The distinction matters more than most B2B marketers realise. Get the framing wrong and you’ll spend months optimising the wrong metrics, wondering why cost-per-lead looks reasonable but pipeline stays flat. The platform…
Instagram influencer marketing works. The problem is that most brands are measuring the wrong things, partnering with the wrong people, and drawing the wrong conclusions from the results they get. The platform has matured considerably since the early days of gifted products and vague “awareness” objectives, but a lot of the thinking around it hasn’t…
Instagram influencers are creators who build audiences on Instagram and partner with brands to promote products or services to those audiences. The platform hosts everyone from nano-creators with a few thousand followers to celebrities with tens of millions, and the commercial value of each depends far less on follower count than most brands assume. What…
The standard social market is the baseline audience that already exists on a platform before you spend a penny. It is the pool of people who are reachable, categorisable, and broadly willing to engage with content in your category. Most brands treat it as the whole market. It is not. It is the floor, not…
The standard social market, the set of platforms, formats, and audience behaviours that define how brands use social media commercially, is one of the most misread environments in marketing. Most brands treat it as a broadcast channel dressed up as a conversation. A few treat it as genuine go-to-market infrastructure. The gap between those two…
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