A few years ago the shift to Internet media viewing was spoken of in terms of “lean forward” vs. “sit back.”  This was exemplified by the way we view media on the Web (searching, choosing, interacting) vs. television (grab a bag of chips and turn it on!).

Nowadays (some 4 years later!) we speak of the shift from “one-to-many” communication (TV, radio, newspapers) to “many-to-many” (Twitter, Facebook, Wikipedia, YouTube, etc.). Every day more and more marketers are rushing to hop on the social media marketing bandwagon: building YouTube channels and creating Facebook fan pages and Twitter profiles. (more…)