How Is Social Media Different?

Does the receipt of your message depend on an interruption? If so, consider the following question:

If you couldn’t interrupt people, how would you reach them?

For many marketers, interruptive advertising is very likely the basis of the marketing toolbox. I’d go as far as to say that most marketers don’t even think of advertising as being an interruption: It is just advertising. Interruptions are so engrained across traditional media channels that a lot of marketers don’t stop to think about the consequences of not being able to interrupt. It’s a lot like air: It’s just assumed to be there. Now, looking out across the social web, it feels like marketing on the moon. There is no air.