'peeps creative

It doesn’t roll off the tongue like ‘Social Media’ does, but when it comes to the paradigm behind the phenomenon, something’s gotta give.

Not to get too fifth grade, but ‘social’ should not be an adjective modifying ‘media’ because this misleads most marketers to think that it’s just another media channel for advertising stuff. They bring decades of advertising baggage with them as they cobble together ‘social media’ strategies that fail because they are just repurposed traditional tactics.