| NEW MEDIA | OLD MEDIA | COMMENT OR EXAMPLE |
| 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 |
