USA: Report: Frenemy Mine: The pros and cons of social partnerships for online media companies

GIGAOM: “… For media companies in a variety of sectors, including news, music, broadcasting, film, games, and events, developing a coherent social media strategy is paramount to survival in the digital age. Yet partnering with the likes of Facebook can also be a Faustian bargain: Media companies gain a deeper knowledge of their audiences and a broader access to them but simultaneously sacrifice the control and centrality they enjoyed in the era of mass media. The net effect is that content providers can grow their businesses in absolute terms but still are relegated to being tangential players in the eyes of consumers, and subordinate in status compared to the social media giants…”  Learn more