When Canadian media theorist Marshall McLuhan first said,  “ The medium is the message ,”  he was referring to how the form of communication shapes how a message is received. Decades later, in the era of social media algorithms and AI-driven advertising, that idea has never been more relevant. The social medium you choose—Facebook, LinkedIn, Pinterest, etc.—shapes not just how people see your message but how they feel  it. On social media, it’s not enough to post the same con