McLuhan's Tetrad & Social Media/Social Media Marketing

McLuhan's Tetrad consists of four parts:

ENHANCE: To raise to a higher degree, intensify or magnify. Also to raise the value or price. (Source)

So what does the new media enhance, make possible, improve or accellerate? (Source)

REVERSE: To undo or change direction back to the original direction. (Source)

What is the potential that the new form will revert back to it's original form? (Source)

RETRIEVE: To recover, repair, regain or bring back to a previous or better state. (Source)

What aspect of the old or obsolete form has been revived and retrieved for reuse? (Source)

OBSOLESCE: To become outdated or put out of use. (Source)

What is made obsolete or pushed out of use? (Source)

Now while some of this may take years to notice, and they may not all seem to be occuring simultaneously, McLuhan insists they do occur simultaneously. (Source)

The Message is in the Medium?

McLuhan's theory can be applied to Social Media Marketing mediums in one major way. Each type of Social Media Marketing does end up going through this process from the day it appears. They take one aspect of a previously standing medium and and enhance it and change it to become it's own thing. As time goes on from this moment and progress is made to update and change the way the medium is being used and evolving to find new audiences it changes and gagues the reactions of the potential customer and either enhances, reverses, retrieves or obsoleces various aspects, interfaces and so forth in order to keep the current customer and reach the new customer at the same time. (Source)

 Google+, Facebook and Myspace are all examples of this tetrad timeline. Myspace was one of the first that took from previous attempts of other medium and enhancing it for a new form. As time went on they added, took away, readded and enhanced their site and service to gain users and keep the users they already had. In turn Facebook took parts of Myspace and enhanced them, retrieved obsoleted things Myspace had tossed to the wayside. Facebook too took the same approach but stuck with it which is why Facebook is still here and Myspace is dying.  Google+ is the newest attempt at this lifecycle of a medium that took from previous attempts and focused on enhancing a few of the previously attempted aspects of the sites before it, created or enhanced some of it's own, and has already begun the retrieval, obsoletion, enhancement and reversal processes from the moment it was born, however they all occur at different rates. I wonder how Google+ will fare in contrast with Facebook which currently seems to be a Social Media giant, while Google+ is still in it's beta stages.