The Eisenbergs consider if we should even call it media.

I kind of agree. Is Twitter really media? Doesn’t media kind of imply  some sort of tighter organization?

Most striking in the linked article is this quote from Ted McConnellof P&G:

We hijack their own conversations, their own thoughts and feelings, and try to monetize it.”…“You can do really amazing things. But I’m not so sure I want to be targeted like that. … I don’t think everything every consumer says to someone else and writes down is somehow monetizable by the media industry.”

Interesting. I have often felt at times (although wrongly so), that the only conversations were commercial in nature.