Social media has not fulfilled its promise of revolutionizing marketing. It was seen to be a new medium that would create democratic dialogue over autocratic broadcast. Initially brands and advertising agencies were threatened by the power social media gave individuals. They feared a loss of control over the message.To some extent, that has happened. Reviewer websites, blogs, tweets and so much more have given voice to the many. Bad news and views do spread fast. Good news does as well, but brands seem paralyzed to leverage such instances. Like any marketing medium, the purpose of social media is to inform, entertain, and compel. Now social media is lumped with traditional mediums for five reasons.

Source: Where Social Media Breaks Down – Brand Quarterly