Here's a big think piece and proposal about "social journalism."http://pando.com/2014/03/29/the-new-rules-of-social-journalism-a-proposal/
Wait, social journalism is now a Thing? Y'all are being defined! With Rules!
I kid -- there' some interesting threads here.
The most important strikes me as publishers inviting the people formerly known as the audience to come onto their
platforms to blog, comment, sharing pictures and video, and otherwise creating content of various kinds. Some may be journalism, some may be advertising, advocacy or marketing. Quite a bit will be somewhere, in sponsored posts or advertorial.
Ed Sussman, who ran FastCompany.com and Inc.com. suggests some reasonable rules of the road. For folks who are experimenting with user-generated and sponsor-generated "native content" on their own online turf, do these make sense? Does the industry need such rules of the road?