The secret to successful transmedia has less to do with understanding media technology and more to do with the impact of storytelling on each platform.
Jeff Gomez explains: “The first step is to break a story into its parts. This process involves determining themes (the core messages), archetypes (the qualities of the characters) and aspirational drivers (how the narrative sparks our innermost desires) in the story."
https://www.forbes.com/sites/joeescobedo/2017/07/01/meet-the-man-behind-...
Story is key, yes. On whatever platform, the audience needs to be engaged in the characters. I studied this topic this year at London Film School mainly because I’ve never been into social media. (A bit shy of it to be honest). In the eighties it was screen or radio to get story across, now internet technology has provided many more outlets. Yet character is still key, albeit there are newer strategies in place, to cast a wider net on each platform. Large studios occasionally even arrange interactive games well before the release of films so the public are engaged in the characters before watching film.