The biggest problem that social media presents to companies of all kinds is simply that it exists. As of early this year, Facebook reported 1.44 billion active users. The total population of the world, meanwhile, is 7.1 billion people. Numbers like that practically force companies of all kinds, but especially any kind of media company, to ask itself: How could we not use a free and effective way to communicate with 20% of humanity? But what if it turned out that you didn’t really have anything to say?