Traditional forms of media are rapidly giving way to new means of social interaction and knowledge transfer arising from technological advancements. This presents a huge challenge to the existing business and revenue models of incumbent providers. The resultant disruption is balanced by a plethora of emerging opportunities to connect with potential customers and realise new revenue streams. However, in many cases recent Internet phenomena are merely replications of existing real world practices. A nimble business that it able to recognise and fall in line with this simple step-change will be well positioned to take strategic advantage of the current landscape.