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Picked up something from the twitterstream this morning that seems to have got a few chums excited.

Nigel Hollis – chief adresearch guru at Millward Brown – has been musing on the relative roles of Mass & Social Media and whether on

Here's the tricky bit of his post

"All of this leads me to believe that social media is no way for a mass market brand to disrupt the status quo. It is simply an additional means to communicate and engage your loyal customers"

Well, sort of.

On the one hand, it's true that i. few mass market brands have (YET!) entirely switched their marketing budgets to Social Media and ii. as Faris points out the whole SM game tends to deliver slower changes in outcome than most heroic marketers would like (it's no easy quick fix for sure).

On the other hand, I suspect what lies behind Nigel's comments is this:

He still sees Mass Media as tools to do something to/send messages to/persuade etc audience members and Social Media as just a smaller scale and geekier version of the same kind of thing.

The point being (again) that SM is not really "media" in ...