Over the past decade, I’ve had countless queries from anxious filmmakers and media makers seeking advice about setting up a Facebook page or a Twitter account. While that’s not my core business, they saw it as more in my wheelhouse than theirs. My first response was, “Why?” Some said, “Because these days you need it for a film (or TV show, or game, or book).” I probed further, “What do you want the social media platform to achieve?” Dead silence. A few secretly hoped that simply having a social presence would be enough to place them firmly in the twenty-first century. To their chagrin, I advised them there was no point in setting up social media just to have it. Like every other form of content creation and content marketing, social media ...

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