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Why Learning Social Media Matters More Than Ever
The platforms will change. Good communication won't.
If you've ever picked up an older book about social media, you might wonder whether it's still worth reading.
The answer is yes—but with one important caveat.
The platforms change.
The principles don't.
Recently, I pulled one of my favorite books off the shelf, The Art of Social Media by Guy Kawasaki and Peg Fitzpatrick. I've owned it for so long that somewhere along the way...the cover disappeared.
While I certainly wouldn't recommend relying on a decade-old social media book for the latest platform updates, I would recommend learning the foundational principles behind effective digital communication.
That's where the real value is.
Social Media Isn't Just About Posting
One of the biggest misconceptions about social media is that success comes from posting more often. In reality, effective social media is built on communication—not just content.
Ask yourself:
Who am I trying to reach?
What value am I providing?
Does this content educate, encourage, entertain, or inform?
Am I starting conversations or simply broadcasting messages?
Those questions are just as relevant today as they were ten years ago.
Every Platform Has a Different Job
One mistake I see organizations make is treating every platform exactly the same. They copy and paste the same message everywhere and expect the same results. Instead, think about the purpose of each platform.
Facebook works well for community building. People visit organizational Facebook pages for:
Events
Community updates
Photos
Announcements
Resources
Customer service
It shouldn't feel like someone's personal diary.
Instagram is visual storytelling. This is where your audience gets to know your organization through photos, videos, graphics, and behind-the-scenes moments.
LinkedIn is your professional reputation. It's where people expect expertise, thought leadership, career updates, and industry insights.
Threads
Threads rewards conversation. Instead of broadcasting, ask questions, respond to others, and join discussions. The platform is designed for interaction.
Keep Learning
Technology evolves quickly. Platforms introduce new features, user behaviors shift, and best practices continue to change. What worked a few years ago—or even a few months ago—may not be the most effective approach today. That's why continuous learning is one of the best investments you can make in your personal or professional growth.
You don't have to become an expert overnight. Start by committing to learning something new on a regular basis. Read a blog, attend a webinar, listen to a podcast, pick up a book, or explore a feature you've never used before.
The goal isn't to know everything. The goal is to remain curious enough to keep learning. Because when you understand why digital communication works—not just how to post—you'll be better equipped to adapt as technology continues to evolve.
Start With the Fundamentals
You don't need to know every platform. You don't need to chase every trend. Instead, focus on the fundamentals:
Know your audience
Communicate clearly
Create content that provides value
Engage with your community
Continue learning
The principles of good communication have outlasted every algorithm update, and they'll continue to matter regardless of what platform comes next. While the tools we use will continue to evolve, the goal remains the same: connect with people in a meaningful way.
Technology will always change, but people won't. People still want information they can trust, content that is useful, and organizations that communicate clearly and consistently. Whether you're posting on Facebook, LinkedIn, Instagram, or the next platform that hasn't been created yet, those fundamentals will always be relevant.
That's why I encourage professionals, entrepreneurs, and organizations to invest in learning—not just using—the technology around them. Read books, subscribe to industry blogs, attend workshops, explore new features, and remain curious. You don't have to master every platform, but you should understand the principles that make digital communication effective.
Every resource you read won't be filled with the latest tactics, but that doesn't mean it has lost its value. Sometimes an older book offers a reminder that the strongest communication strategies aren't built on trends. They're built on understanding people.
So don't be afraid to dust off a book that's been sitting on your shelf. You might discover that while the platforms have changed, many of the lessons that matter most are just as relevant today as they were when the book was first published.
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