Facebook is not the answer. Nor is Snapchat, Chatly or the next social media app speeding round the corner.
We can learn more about the future of media (social and otherwise) by stepping back and watching the mistakes everyone else makes.
When that Twitter (or whatever) social media guru waltzes into our office and declares we must absolutely be on Twitter (or whatever), we don’t have to take him on his word. When he starts throwing all those numbers around, we don’t have to freak out.
We might not have the need or interest or skills or resources to do a good job. We might completely mess it up. We might waste a ton of money.
Better to take some time and think of our bigger communications picture. Think how everything fits together.