It isn't SOCIAL media, it's never been SOCIAL media. It's always been PERSONAL media. My friend Jeremiah just wrote a post about Social Media scale. He posses the question, how is it possible for those with growing audiences (or indeed celebrities) to really scale up their social media interactions?

He highlights the fact that most of our social media idols are actually using ghost writers to write books, tweets, emails and more.

I would argue that this these idols outsourcing their social media are missing the point. They are trying to scale up one-to-one interactions to a point where they are no longer authentic.

The media phenomena that is occurring all around is us not about being social, it is about being authentic and personal.

The point is not that u have to contact everyone 1:1 - only that what you DO say is real - your own voice from your own keyboard.

It also means that the news you get is not necessarily from or for the mainstream, but more from your personal connections and more closely linked to your personal interests.

It's only social because each person has a social aspect to their 'being'. It's a symptom not a cause.

As I've said before, the reality is that this isn't a new practice. Stories have always been personal. We have always shared our own experiences in our own voices with one another since man first started drawing on cave walls (women did it too!). The industrial age broke our ancient tradition with Mass Publishing leading to Mainstream Media. These new tools are just allowing us to take back our stories to get personal, authentic and intimate again.

The only difference this time is that we are not limited by geographies of landscape, but rather connected through geographies of ideas.