Nothing happens in a vacuum. Everything we do is interrelated and interdependent.
Any resources we spend on, say, Instagram, is resources we’re not spending on possibly better media. Time, money and effort we expend on the latest thing is time, money and effort we’re not going to get back to spend on media that may well be better performing and more profitable for us.
Worse is the fact that sometimes we will be saying one thing in one media and contradicting it by saying something else in another. This creates cognitive dissonance which produces feelings of discomfort and distrust. In communications, this can prove fatal.
Do we want to find out where our communications are at odds? What’s working in our favor? What’s not working for us? What’s damaging us?