Is there still a place for one-size-fits-all messaging in the age of word-of-mouth advertisement, particularly its iterations in the social media space? While it would be ideal for those in the persuasion business if the message will be received in the same packaging by the intended audience and acted upon, the reality out there is not so simple.
When someone provides you free advertising or a complimentary soapbox in any of the popular social media platforms, how sure are you that something significant is happening behind all those eyeballs you managed to attract?
I ask this because I am not just concerned about those who are putting message out there to sell designer jeans or the latest X-box. Word-of-mouth seems best if all you have to do is preach to the choir. I am concerned with those who wish to promote things like substance abuse prevention among young people. These are messages that will be practically useless if you just end up preaching to the choir.
Maybe it’s all about being able to put the message out there so it can have a life of its own.
Strategically Communicating 
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