{"id":2558,"date":"2026-04-17T08:01:08","date_gmt":"2026-04-17T08:01:08","guid":{"rendered":"https:\/\/agerapr.se\/?p=2558"},"modified":"2026-04-17T08:01:22","modified_gmt":"2026-04-17T08:01:22","slug":"we-need-to-stop-treating-all-social-media-as-the-same-thing","status":"publish","type":"post","link":"https:\/\/agerapr.se\/en\/we-need-to-stop-treating-all-social-media-as-the-same-thing\/","title":{"rendered":"We need to stop treating all social media as the same thing"},"content":{"rendered":"

One of the most common things I hear from marketing and communications executives is: \u201cWe need strong influencers who can increase our visibility on social media.\u201d It sounds reasonable. But it\u2019s also very unspecific.<\/strong><\/p>\n

Because social media isn\u2019t a single channel. It\u2019s better described as entirely different media where various audiences do very different things. Sometimes it\u2019s a perfect match for a specific PR objective\u2014but just as often, it doesn\u2019t work at all.<\/p>\n

Take TikTok as an example. According to a recent study from Pew Research<\/a>, it\u2019s not only the most entertaining platform for teenagers\u2014it\u2019s also where the largest share go to find product recommendations. In other words: inspiration, entertainment, and purchase intent in the same feed. That makes TikTok a fairly unique channel.<\/p>\n

Perhaps even more interesting: TikTok is at the same time the least \u201csocial\u201d of the major platforms. Less chatting with friends\u2014more discovery, more content, more \u201cwhat\u2019s out there?\u201d That makes it something entirely different from, say, Instagram or Snapchat.<\/p>\n

By the way, in the ongoing debate about whether social media is good for teenagers, many teens themselves say these platforms actually help them in their social lives.<\/p>\n

PR in the social media<\/strong><\/p>\n

For PR, these differences open up entirely different playing fields. It\u2019s not just about visibility, but about becoming part of the content people actually want to consume\u2014and act on.<\/p>\n

Of course, the example above mainly concerns teenagers. If we look at the most purchase-powerful audience\u2014middle-aged users\u2014it looks completely different. There, TikTok is often marginal, and Facebook is still a major player. Not particularly trendy, but effective.<\/p>\n

For many 40+, I would even argue that LinkedIn plays a similar role to TikTok. It\u2019s also a place to find out \u201cwhat\u2019s out there.\u201d Though of course, it\u2019s about very different products and services than on TikTok\u2026<\/p>\n

And that\u2019s exactly what makes today\u2019s social media landscape so interesting. For PR, it\u2019s less and less about \u201cbeing everywhere\u201d and more about understanding why people use different platforms\u2014and meeting them there, in the right way. This isn\u2019t a problem but, as the clich\u00e9 goes, an opportunity.<\/p>\n

Michael Falk, Agera PR<\/p>\n","protected":false},"excerpt":{"rendered":"

One of the most common things I hear from marketing and communications executives is: \u201cWe need strong influencers who can increase our visibility on social media.\u201d It sounds reasonable. But it\u2019s also very unspecific. Because social media isn\u2019t a single channel. It\u2019s better described as entirely different media where various audiences do very different things. […]<\/p>\n","protected":false},"author":3,"featured_media":2554,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_et_pb_use_builder":"","_et_pb_old_content":"","_et_gb_content_width":"","om_disable_all_campaigns":false,"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"footnotes":""},"categories":[13],"tags":[],"class_list":["post-2558","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-uncategorized"],"yoast_head":"\nWe need to stop treating all social media as the same thing - En PR-byr\u00e5 i Stockholm<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/agerapr.se\/en\/we-need-to-stop-treating-all-social-media-as-the-same-thing\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"We need to stop treating all social media as the same thing - En PR-byr\u00e5 i Stockholm\" \/>\n<meta property=\"og:description\" content=\"One of the most common things I hear from marketing and communications executives is: \u201cWe need strong influencers who can increase our visibility on social media.\u201d It sounds reasonable. 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