Yesterday, we learned that Elizabeth Edwards, the courageous separated wife of former Presidential candidate John Edwards, battle with cancer took a turn for the worse and her doctors recommended against any further treatment. She decided to send a message to her fans and supporters via Facebook. Also, the owner of the Denver Broncos announced he fired head coach Josh McDaniels over Twitter. Individuals and corporations are taking control over their personal brand and messaging from the traditional press and also wisely choosing to connect with their loyal supporters FIRST. Using social media for news/press distribution is certainly not new but we seem to be turning a corner in terms of mainstream utility and acceptance.