One common complaint I hear from marketers is that social media is not (yet) a mass medium. For example, the circulation for Cosmopolitan is 3 million, while the magazine counts just 700,000 fans in Facebook. And while it seems (almost) everyone is creating, using or consuming social media today, it is a highly fractured channel. Thirty years ago, almost every person watching television was tuned into one of three networks; today, 550 million people use Facebook, and each and every one of them is their own network.
However, the fact that social media is fractured and personalized does not mean that it isn't a mass medium; it just means it is a challenging mass medium. Here is the evidence for social as a mass medium:
Now look at your television and print budgets. Better put on sunglasses or all those zeros and commas may blind you! Now look at your social media budget -- I'll wait while you find a magnifying glass. Now back to your television budget; now back to my budget.
Some blog posts generate little reaction; some generate a lot; and sometimes it is a single idea contained within a blog post that spurs the greatest response. I recently authored a diatribe entitled "Eight Things I'm Sick Of In Social Media." The comments associated with the post are fascinating and informative, but one point created the strongest and most supportive reaction: When I said I was sick of Auto DMs on Twitter. (For those who don't know, Auto DMs are generic, pre-programmed responses that are automatically sent to each new follower on Twitter.)