It is long past time that we stop talking about which social networks to use for this campaign or that. When it comes to targeting audiences, what matters more than which networks people use is how they use them in combination and to what end.
We cannot simply say, “Young people are on Snapchat, so let’s use Snapchat to reach them.” We have to think about who our audience talks to on Facebook in contrast to who they talk to on Snapchat or Instagram. How do people use Twitter differently from how they use Facebook. If young people are chatting with friends on Snapchat, will they also read long-form journalism there?…
Social Advocacy and Politics: How We Use (Not Utilize) Social Media
