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Let us not pretend like social media and the more traditonal print presses have not been set to square up for some time now. The papers have played social media's games simply because they felt it necassary but the underlying tension based around the increasing fuzz between social and factual has been there for all to see.
I saw another piece the other day claiming that companies were failing to adopt online social techniques because they lacked the time to do so. For me that's like saying the aforementioned title. 'I don't have time to take the escalator, I'll just take the stairs.' It's falls under the category of all the excuses relating to time:
There are still far too many situations where a sales pro is answering the question 'do you use social media?' with the lacklustre response 'no, not really' or 'I know about it, but haven't got round to looking yet.' Amongst the many reasons for this attitude include:
