Social Media Is the New Mass Media

[Commentary] Social media and interactive consumers will take the lead in transforming the multi-screen media landscape in 2010. Consumers of all ages who have made it a national pastime to text, Tweet and share their lives on Facebook have become the most powerful force in digital media today. Collectively, they are the new mass media -- one interactive consumer at a time. Led by Facebook and MySpace, online video has become central to the Web experience -- particularly on mobile devices -- in ways that will have far-reaching implications for television and film. It all comes down to one fundamental value: individual consumer relevance. It will become the mantra for anyone who wants to thrive in the digital media world and the driving force behind many media deals (from mega mergers and cherry-picking start-ups, to launching new business ventures, such as TV Everywhere and e-reading services) over the next 18 months.