The "Long tail" feature of the internet fosters the explosion of individual blogs and other social media of hundreds of kinds.
Publishing online, other than on some traditional media, no longer requires readership of a substantial size, say millions, to reimburse its cost. All you have to do is to target a niche and, still, to attract enough people to form a community and boost participation.
"...average folks like you and me...are writing about topics they love and sharing their views. And they're hearing back too. The conversation is flowing in both directions...
"...publishing is now about participation.
"...uses social media successfully doesn't just create content; he or she creates conversations. And those conversations create communities..."
Twitter is now more a marketing tool than a tool for socializing.