From Datamation
By Mike Elgan
''Before social media, information and opinion flowed from powerful organizations to the public almost exclusively, or remained in geographic isolation. Even information about public opinion could be spun to the very public that held that opinion.
Communication used to be one-to-one, or one-to-many. One TV network would broadcast to many viewers. If a viewer had a comment or complaint, that response was one-to-one -- an e-mail or a phone call -- and therefore totally ineffective as a form of public pressure.
Social media connects everyone to everyone, and makes communication many-to-many. Now, if someone has a comment or complaint about a TV network, it can go viral on the social networks and millions of people can join in with agreement. Not only does everyone hear the opinion, but everyone knows that everyone hears the opinion.''
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