You will find examples of this transition on Storify.com/WSJ were we see the Wall Street Journal and other publications using social aggregation of content to post social media user content online, creating stories associated with the long standing, respected brand.
Social media ratings hit an all time high on Tweets with #SNL40 noting the Saturday Night Live special on Sunday, as Tina Fey poked fun a the young demographic who would rather tweet live events than actually watch the SNL special. These consumers are not only Tweeting, they are postin on multiple devices within multiple media streams.
Gen Y is making news and brands such as The Wall Street Journal, BMW and Metropolitan Museum of Art are feeding into the desire of consumers to contribute to social media press and news, with real time accounts. #WSJ #Met #MetMuseum #BMW