| NEW MEDIA | OLD MEDIA |
| Active involvement | Passive involvement |
| Two-way conversation | One-way conversation |
| Open system | Closed system |
| Transparent | Opaque |
| One-on-one marketing | Mass marketing |
| About Me | About You |
| Brand and User-generated Content | Professional content |
| Authentic content | Polished content |
| FREE platform | Paid platform |
| Metric: Engagement | Metric: Reach/ frequency |
| Actors: Users / Influencers | Actors/ Celebrities |
| Community decision-making | Economic decision-making |
| Unstructured communication | Controlled communication |
| Real time creation | Pre-produced/ scheduled |
| Bottom-up strategy | Top-down strategy |
| Informal language | Formal language |
