Social networking has impacted onto every form of communication

The discerning reader wants a story that tells them something 'they don't already know' and which will add value to their life. - Marion Scher

SHOOT: I am an example of the sort of person that has been enabled through the internet and social media to commit acts of journalism. I'm not a qualified journalist [although some corporate stooges have repeatedly asked if I was on numerous occasions] but each success leads to more publications interested in my work - the quality speaks for itself, as it should. But make no mistake, the journalists out there are trying to fight for their turf - not by producing better work or working harder, but by doing everything else. Gossiping, playing corporate clique shennanigans, brown-nosing, sabotaging. Those schemes may work in the short run but in the long run the hungriest, the most practical, the most adaptable, the smartest and the best will rule the media roost. Because the media is starting to be everyone belonging to everyone but we can still agree whose voices count for something.

clipped from allafrica.com When I was asked to compile this column, I thought I had to be particularly careful not to overlap with other forecasters by talking about the interaction between social networking and media - but it's impossible. Social networking has impacted onto every form of communication, especially media. With just a cellphone you can be aware of what's happening anywhere in the world - virtually as it's happening ... Does this make it easier for PR people to reach their markets? Just one slot on YouTube can turn a life around - look at Susan Boyle! But do enough people in communication know how to take advantage of social networking? That's another story... Citizen journalism: What was seen as an annoying idea and something to be looked down on by traditional media is coming of age - big time. Blogging: You're not blogging? Increase in sensationalist journalism: Less tolerance of mediocre content: Electronic versus paper: Economics and the media: Multimedia journalism: Freelancing: