Is Social Media a mere extension of traditional media ?

Social media should be treated as a platform rather than a media for communication and promotion. Marketers should understand that social media is a media for the users and not for the marketers. Here the rules are different. While in traditional media, the emphasis is on choosing the right media and the message but in the social media the emphasis is on initiating and sustaining the communication with the consumers. Here the message is constantly evolving and continuing