Social media goes mainstream: So finally, being on social media has stopped being gee whiz and started being, well, normal. Manish Mehtma sums this point up well in this Huffington Post blog item. He notes that this process of normalizing will allow the technology to fade into the background — so people focus on the relationships created, not the tool. True. For the news media, I think (I hope) this will mean more embracing of tools as tools — rather than writing about the fact that people use them. Kevin Sablan, of Almighty Link, puts it well:  “Tales of journalists using social media, and non-journalists committing acts of journalism using social tools, are starting to sound like stories of people using their telephones.” Amen.”

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