For Publishers, Who Are the Gatekeepers of Social Media? - emedia and Technology @ FolioMag.com

For Publishers, Who Are the Gatekeepers of Social Media? - emedia and Technology @ FolioMag.com

The following article discusses how social media is affecting publishers, editorial content and advertising strategies.
A statement in the article suggests that media should enable comments when utilizing social media so viewers can have an interactive experience. People who read newspapers are "fed" current events and do not have the opportunity to react or post their reflections, except if they send an letter to the editor. Social media has changed this and enabled engagement between consumers of the media and mass media. Should, then, interaction be a requirement of e-media?