Ad Age’s Matt Jones’ article “Why I Hate Social Media” grabbed my attention.  Here is an excerpt:

People are interesting. Ideas are interesting. Stories are interesting. Real stuff is interesting. Brands are interesting (or, at least, some of them are). Even ads can be interesting. But media? Media just connects those things. It’s a conduit. Media is not interesting. Not even the “social” kind.

He’s right of course.  The only people who really care about the developments in social media are the people making the developments.  Yet the mainstream media, me and my peers, and brand marketers everywhere seem to perpetually be drawn to the discussion of the thing rather than how to make people, ideas, and stories interesting.

Stories are social, not media.