When I was a kid, the park was where we went to find our friends, but the stoop was where the good stuff happened.
That's where the stories were swapped, the jokes told, the dreams dreamed, the plans made.
Marketers frame their social media strategies around showing up at parks—i.e., "platforms"—when they should be hanging out on stoops.
"Customer engagement will occur where your fans want it to happen, not where you want it to happen," Mark Schaefer says.
You won't form a successful social media strategy by chasing trendy platforms, because customers "will naturally migrate to wherever they want to be."
Schaefer wonders whether we're asking the right question when we ask "Should we be on Snapchat?" or "Should we be on Facebook Live?"
"Maybe it doesn’t matter if we’re on Snapchat or Facebook Live" he says.
"What matters most is where our customers want to be found, where they want to engage."
