I can still remember writing my first ever Facebook post. But you don’t need a Gen X-er like me to tell you that the world of social is changing every day.

Meta Threads rapidly captured millions of users, TikTok Shop continues reshaping social commerce, and YouTube’s frequent algorithm tweaks demand constant agility. And that’s just three of many, many platforms our clients are now using.

Each one of those platforms demands tailored strategies, unique storytelling, and real-time adjustments. Audience fragmentation intensifies, leaving us to juggle complexity and manage limited resources across diverse channels.

And that’s good news. Because all this diversity gives us huge opportunities for differentiation.

We need to embrace platform-specific strengths, and create strategic coherence from perceived chaos. We need to become genuine specialists in all of these media, making calculated choices to deliver highly targeted, relevant content and maximizing strategic impact in select environments.

Platform proliferation is not merely complexity – it’s a disguised opportunity. Brands thriving today strategically dominate fewer channels deeply rather than stretching thin across all. Strategic clarity and intentional resource allocation become essential ways to provide differentiation in crowded markets.

The smartest marketers will transform that fragmentation into advantage, delivering higher impact with focused, well-executed strategies. Depth trumps breadth, pushing clients toward greater expertise and more sophisticated storytelling.

What matters now is intentionality: deliberately choosing platforms aligned with brand strengths and audience preferences. This disciplined approach will elevate brand positioning, enriches consumer engagement, and strengthens our clients’ – and therefore our own – competitive advantage in the complex social landscape.

Step 1 – Get Out of Your Comfort Zone.  Actively experiment with platforms like Meta Threads and TikTok Shop.

Step 2 – Learn a New Skill. Master distinct storytelling tailored uniquely per platform.

Step 3 – Add Value. Prioritize focused, high-impact strategies.

Step 4 – Move Up Faster. Coach clients to strategically select platforms.

(By the way, these four steps make up my Return on Marketing Career (RoMC) framework—more on that here.)

If you’d like to discuss your career journey with me one-to-one, please feel free to email me at [email protected] or message me on LinkedIn.

Thank you for reading.

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