Here’s an interesting presentation by Prof Mark Ritson which Nic pointed me to. A compelling talk in which Mark debunks some of the commercial numbers of social media, especially as a channel with organic reach. The basic premise is simple – you want reach, you’re gonna have to pay for it. That said, while he talks up the hours people watch TV, he fails to break down the attention given in those hours – are people really watching? My advice is to watch this with an open mind and investigate his premise. It’s a great starting point to demystify the fragmented media world we are now living in. Enjoy.