The reason why mainstream media sees the social networking as a rival is that many people nowadays prefer to get information from social networks. The situation is challenging for them – let people get information from new sources or develop new strategy to make people go back to old ones?
As news consumption changes people in mainstream media definitely need to develop new strategy. This kind of strategy should combine old attitudes with new ones.
Of course, it is still important to be operative, to have many sources, to be ethical, but at the same time, you need to follow new tendencies. You should build interactive website, or pages in social networks to promote your production. Also you should let your consumers to get your information using different devices, e.g. via mobile phones.
Social networking only gives more and more opportunity to people in media to create more sophisticated, full and interesting stories for changing audience.