“Relationship-building is NOT accomplished through billboard-type advertising, Conversation is not media. It’s not measured in terms of pageviews. As Publishers, we can “say” that it is measured that way, so that we can walk around the roomful of conversations and sell ad space on our sandwich boards, but in and of itself, ENGAGEMENT and INTELLIGENCE are the opportunities in Social, NOT media. These conversations are happening right now, 24 hours a day. As brands, we can choose to Engage, we can choose to Listen; or we can choose to Opt-Out of the conversations entirely and just go buy a sandwich board to announce that our brand is in the room.”

via As an industry, if we’re still looking at the Social opportunity in terms of “Media” and “Pageviews”, we need a new lens or a new pair of glasses..