Two recent pieces argue for and against social media as an imperative.

A day doesn't pass without headlines proclaiming that social media is changing everything (as are mobile, geo-location targeting, etc.) Two recent pieces raised some valid, challenging points around whether social media is truly critical for every brand/property to participate in – or whether the question of becoming ‘social' should be evaluated more strategically against objectives and performance measures, without the urgent, ‘act now or lose out!' sense of hype.  The second piece also got us thinking about the different considerations and implications that social media represent for brands vs. media properties.

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