I've talked previously about the growing basic human need to remove ourselves at times from social media’s public stage; and our search for new apps that will offer us a means to express ourselves freely and without regret. However our partial escape from the theater of Facebook and Twitter to what we hoped was a new digital oasis in apps like Snapchat and Secret has turned out to be a mirage. Huge and glimmering, they and others like them have failed to keep us or our moments private and safe.

If Facebook, Twitter and Instagram are the stage, then apps like Snapchat, Wickr and Confide are the new digital oasis. Places that move us from being public performers, to just being our true selves. These apps and others like them have the ability to remove the “documentary pressure” of the web and turn it back into a regular method of conversation – one that is unavailable for third parties to hear, dissect or disseminate.

Simply put, irrespective of the goals or KPI’s we establish to justify our media spend, changing consumption patterns via social media bear continued examination and media plans require continue fine tuning as these platforms continue their evolution.

The film Stand and Deliver is about an inner-city math teacher who decides to change an educational system that is blind to the needs of its students. This true story is a great example of overcoming challenges to deliver on a promise. In this case, the promise of a valid education to kids, regardless of geography or socio-economic status.