Once upon a time, each medium published news in their own little world. 

Then along came the World Wide Web and the media began shoveling their content from print, radio and television online.

Today, we've realized that the web is it's own unique medium, so we publish "web-only" stories, and the print, radio and television news outlets are partnering to share multi-media content. Audiences have flocked to social networks, so the media publish links to their web stories on Twitter and Facebook. This is basically the equivilent of shoveling print stories to the web. 

Instead, stories should begin on social media platforms then move to mobile and web, and print should be an opportunity to go more indepth with stories, analyze and summarize. 

When will the media begin to take social media seriously as a unique platform for publishing news?