What is a social network anymore? Facebook used to be focused on connecting with “friends,” but today it, along with Twitter, Snapchat and other social networks are about much, much more. It's really not about connecting with friends, at least not exclusively. 63% of Facebook’s and Twitter’s users get their news from those platforms. Snapchat uses its Discover platform to aggregate exclusive content from publishers like ESPN, CNN and BuzzFeed. It's a gateway to news and information as well as a messaging platform. Facebook is also just announced live streaming for celebrities, giving these personalities one more way to promote themselves with their fans.

Social networks are not exactly places to keep up with and update friends and family. Social networks are akin to TV channels and magazines that you’re watching and sharing with your friends.

Brands Have to Be Loud

For marketers that means understanding that there is a lot of clutter and a ton of information to break through, which means the days of just using social to connect on a one-to-one level and optimize content for engagement are coming to an end. That’s not saying those approaches are going away, but their days of being the focus are fading.

Marketers, instead, must overcome the clutter and actually adopt a broadcast mindset. Blasphemy, I know. But if marketers are going to get their messages seen, at least some of their content needs to be a brand (vs. unbranded) message with dollars behind it to get in front of audiences.

That broadcast mindset is kept in check by balancing it with a community mindset that involves social customer service, community management and content meant to engage existing customers and keep a brand top-of-mind for them. So cater to your community but get your message out to the masses. That's the real power of these social networks. Targeted reach to a large audience.

Find the Balance

Social networks aren’t just social networks anymore. They’re kind of social networks and kind of media entities that require marketers to sometimes shout to be heard. That balanced with an approach designed to nurture a community allows marketers to live and thrive in both worlds.