You are currently browsing comments. If you would like to return to the full story, you can read the full entry here: “Where the action is on social media, and it’s not Facebook”.
You are currently browsing comments. If you would like to return to the full story, you can read the full entry here: “Where the action is on social media, and it’s not Facebook”.
“Social media continue to fragment …”, what does that even mean?
There are different services vying for attention and at this rate, no one site will be able to claim dominance. It’s a term from marketing—where once you could get away with just selling Coke, market fragmentation means you now need Diet Coke, Coke Zero, Cherry Coke, etc. to try to achieve similar numbers. Media fragmentation is where once you just had terrestrial TV channels but their share is declining because of pay TV and satellite channels. When it comes to social media, Facebook—although it was never alone—was the go-to site for marketers, whereas now I think it would be very foolish, more so than before, to put all your eggs into the one basket.