John Blyler tweeted an article from Media Watch this morning about how journalists are now driven by the potential of page views rather than the relative importance of obscure news. He prefaced the link with "Sorry startups."
Both the article and John's evaluation were correct. Journalists no longer have the luxury of digging out a "neat" story that no one else has because the audience on the internet is too small for the concept. So just pushing out news releases and calling up editors for meetings is going to become a useless exercise with no ROI unless you are a large corporation with significant presence on the web now.
Unless, of course, you get "social."
The purpose of social media is to build a community around you large enough and committed enough to your efforts that they will draw attention to you, and to publication looking to boost their page views. Building "partnerships" with customers who will not talk about what they are doing with you does you absolutely no good. Partnering with customers that will talk, and in detail, is like finding gold.
The conversation is the meaning of social. It's not about your technology anymore.