In an interview with The Telegraph, Cashmore notes social convergence:
Social media is becoming the web, and social media is becoming the media. It’s been a nice area to be covering these last few years, and we’ve been able to grow as a blog alongside it. There’s very little on the web that hasn’t had this social element built in to it. It’s integrated in to every site you use now.
The site has 15 full-time bloggers and 50 regular contributors.