Elan Lohmann is GM of social networking and media at 24.com and Blueworld. He has been an online expert for almost a decade as publisher of News24 for three years and managing Sunday Times Online before that – establishing his knowledge in areas of online strategy, commerce, content and marketing. He is on the executive of the Online Publishers Association (OPA) and writes in his personal capacity. The views expressed in this column are his own. Read his personal blog at www.elanlohmann.com or follow him on Twitter at http://twitter.com/elanlohmann.