Who is currently winning the battle? So many people currently believe that social media is taking over the world. Here is a more pessimistic view…

The first point: mainstream media is still enormously strong. Print media is currently still targeting 50% of buyers.

There is a kind of egotism with the social media forum, where people imaging everyone wants to actively participate, however, most people have other priorities. As Richard Glover has stated, people have their families, their business, their friends, their garden and then – in about 42nd spot – the TV or radio show they have on while they do the washing up. They can’t be bothered time-shifting it, tweeting it, podcasting it or commenting on it. It just is not that important to them.

Everyday, more and more people use social media, for, as the name suggest, social networking! On most sites, you see the same handful of people participating. People who think they can turn social media into a passive billboard to display free advertising haven’t understood the medium.

Michael Kleimeyer

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