Social Media: Will It Become Indispensable?
On the Online Spin blog, Joe Marchese examines social media's divided role as both a communication devise and a marketing medium. According to Marchese, social media has yet to rise to the "how did we ever live without it" communication status of, say, cell phones, and -- simultaneously -- marketers are still at the early stages of learning how to use it. How social media's split personality works itself out will influence both its longevity as a communications platform and its ability to be monetized.