“Brands and their marketers suffer from what I refer to as medium’alism, a condition where inordinate…”
“Brands and their marketers suffer from what I refer to as medium’alism, a condition where inordinate value and weight is placed on the technology of any medium rather than amplifying platform strengths and ideas to deliver desired and beneficial experiences and outcomes. Said another way, businesses are developing for the sake of development and establishing supporting presences without regard for how someone feels, thinks, or acts as a result. In doing so, “engagement” programs are calculated, brought to life in the form of an editorial calendar that, by its very nature, isn’t not designed to really engage people at all.”
Engagement Ain’t Nothing But A Number | PandoDaily
See also: “if you build it, they will come”.