8. Audience is a Word of the Past. Somewhere between 1 and 10 percent of people who read blogs comment. It’s not a true conversation if more than 90% of the people just listen. What you have, friends, is an audience still. That’s not to say that new media isn’t more conversational than old media, but just as a small percentage of folks call radio talk shows or write letters to the editor, the same few comment on blogs. That means there’s still a vast audience to communicate to in a more traditional way.
Chip Griffin, of Media Bullseye, penned a piece on ten fallacies (or misconceptions) of social media. It's worth a look, especially for comment #8.