We’re always going to see comparisons between old and new – as you said, it’s inevitable. But the important thing is to realise the new opportunities that social media brings and the way in which it can combine with ‘old media’ in a positive way. In terms of ‘dead tree’ media transposing into social media, it’s very interesting and at the moment I think we’re in a transitionary state where the CEO’s and the owners of media empires are beginning to look into new media (for new media, read new revenue streams). Recently Rupert Murdoch announced plans to tier content on The Wall Street Journal site – with the top tier providing completely customisable financial news. It is these sort of announcements and attempts at social media that will cause the inevitable deluge of old media jumping into new media. Some will do it correctly, and some will FAIL – I suppose it’s our jobs as social media people to help the transition and guarantee that both public relations and social media thrive in the future.