I've been searching for wisdom about why more mass marketing advocates don't adopt, and adapt to, social media opportunities. What exactly do they have against leading the charge to build a following? Here's an item that suggests mass marketing professionals think social media is a waste of time and money. The author of the post doesn't agree with that, and explains why. Who cares what he thinks?

The post is written by Kevin Anderson. He's someone who knows more than a little something about mass media and social media:

Kevin Anderson has been an online journalist since 1996, designing, editing and writing websites for both broadcast and print media. In 1998, he joined the BBC and became their first online journalist based outside of the UK, covering the US for its award winning news website. After coming to the UK in 2005, he developed a blogging strategy for BBC news, helped launch a programme on the BBC's 5Live covering weblogs and podcasts and was on the team that launched the interactive radio programme World Have Your Say on the BBC World Service.

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