Remember scarcity? I mean, surplus is great, but it was so much easier back in 1992. Radio stations had lots of media competitors but there was only one platform to worry about: radio.
The internet and technological change has blown up all that. Radio stations are still on radio, but they can also be on Facebook, twitter, Google+ (heard of it?), on a website or a blog. That’s great but so can everyone else.
Humans have always wanted to share certain types of information with other humans. The social delivery of news — whether it's through e-mail, online communities or in person — is not anything new.
What is new is the continued explosion of Facebook (it's closing in on a billion active users). Facebook has provided us with the power to share like never before, which is why stations need to think about social like they never have before.