A coming shakeout in social media

Post 55:08 Is a social media bust coming? « JargonMaster: "I don’t see how social media overcomes the combination of apathy and inertia that so many people display in their media consumption. The fact that some of that consumption has gone online seems to me irrelevant. If people are passive, it does not matter whether they are online or offline."

This is an interesting response to my recent article: "The revolution will not be blogged".

Comments

[laurent]

Read your first article...and it made me thought a lot.
"organisations often find it extraordinarily difficult to see their social media efforts as anything more than just another way to get out messages and push products" - I don't see why this is a problem and I don't think it can be otherwise. It's the end (read goal) afterall.
"pump out unfiltered propaganda" - That's a problem. I can see it can be used as a mean to the end above. Attempts to do so will/have happened, but the social attributes in social media makes it possible to stop it. The pr-spam list that circulated a while ago in the social media blogs seems to be a good exemple that the community can and will fight back.
"In the meantime, the absence of new business models to sustain independent blogger-journalists, and the continuing reluctance of organisations to jump right in, mean that the social media revolution looks as if it has stalled" - may be the expectations were too much/too fast and the ability of big business to change/adopt a new marketing culture was underestimated.