Getting in a targeted messaging headset…

Many businesses see the biggest advantage of social media as simply reaching more people. Is it true?

Well, yes, you do reach more people, but if you don’t also adapt your messaging for these people, you end up with what Seth Godin calls a ‘meatball sundae’: an unfortunate mixing of two good ideas.

In the days of mass media you would do one television or print ad for everyone. People were considered as mass markets – and your messaging was ‘one size fits all’.

The biggest impact social media has had for businesses, is that it has split mass markets into lots of niches.

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