During this morning's marketing meeting at Dwyer Publishing, Inc., CEO Eric McCulloch astounded and amazed his staff by writing the phrase 'Social Media' on a whiteboard in black pen and underlining it. According to sources, McCulloch's virtuoso whiteboard performance has forever rendered traditional advertising pointless and obsolete, and has solved all of Dwyer Publishing's marketing needs in one fell swoop. To the utter astonishment of all in attendance, the veritable titan of industry then pointed at the words 'Social Media' on the whiteboard and proclaimed 'this is the future.' 'In my entire career, I have never before witnessed with my own two eyes such a dazzlingnay, electrifyingdisplay of cunning insight and business acumen,' product manager Jessica Berg told reporters of the visionary and 'utterly game-changing' display of word writing and underlining. 'The fact that he thought of the words 'Social Media' to begin with is incredibly impressive and forward thinking, but then he actually managed to take it two steps further by not only writing those words in block letters on a whiteboard butget thisdrawing a straight line underneath the words. I mean, the guy's a genius. I guess that's why they pay him the big bucks.' 