It’s reasonable to want to use social media to spread a message or promote an idea. In the early days of social, before the notions were conceived and expectations set, it was acceptable to just “put it on social media.”
It was almost an afterthought.
It was a catch all that received very little intentionality.
Now, just “putting it on social media” – without crafting the intent – cheapens the platform, the audience, and the message.
We would never mindlessly “put it on a presentation” or “put it on TV”, we would operate with the utmost concern for our cause.
Social media can be casual, but it can not be unintentional.