And the message (sometimes also known as the "hype") is not the reality. It's an obvious truth that somehow requires refreshment when one of the trade journals runs titles like Forget Twitter; Your Best Marketing Tool Is the Humble Product Review.
To set the record straight, Twitter's the medium. The product review is the message. McLuhan was wrong. Operating on wrong premises is one of the causes of this industry's current bewilderment. And the article's fine, except for the said confusion.
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