Every medium that people use to communicate has a specific language, a unique vernacular, a tone, a set of rules, and an end-user experience that people take into account when they choose to use them. For example, there are things someone might say to a friend online that they would never say on the phone; there are things they would put in an e-mail that they would never put in a text message. It’s become second nature in our media-savvy society to always know where and how to “say it best.” Without really thinking about it, people use different media only for what they’re good at and always choose the right tool for the job for what they want to communicate. And it’s an important lesson for the brands that are trying to communicate with them: every idea has a medium that will tell it best.

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