Marsahll McLuhan was wrong, in my opinion, when he said "The medium is the message". OK, he may have been right at the time (1967), but he's been quoted so many times since, his phrase is regarded as a truism.
These days, many people (me included at times, to be honest) are focusing on tools like Twitter, Facebook, LinkedIn, Ecademy, and many others. There are races to get large numbers of friends or followers, or a campaign to get only "quality contacts".
There are many experts, including some of my good friends in here, who are helping people to learn how to use these tools. They're doing a good job too.
But I'm increasingly feeling that there's something missing. Having gazillions of followers, or being linked to global communities of potential customers, is all well and good. However, you need to be able to offer them something they need, in a way that they appreciate.
There seems to be very little focus on the message right now. Knowing how to use the tools is no use unless you have the right message.
Don't get so busy using the tools that you forget what you do.