Michel Brito makes the point that, in order to succeed, companies need to start acting like media companies. This is probably a theory that many companies either don’t want to adopt or don’t see the purpose of adopting it. A media company is one that directly understands its customer base and who it’s speaking to, and I think many companies really struggle in this area. Brito says that a successful company creates an atmosphere that allows customers to successfully interact and communicate with other customers and the company. I think social media is one of the fastest ways to create these communication channels, and that’s why companies need to begin adopting social media strategies into their PR strategies.