Jeff Jarvis, a frequent media commentator, a professor at CUNY and author of “What would Google do?”, argues that newsrooms need to be all in with social. That’s where the audiences are, he argues, so that’s where they need to be. OK, so the platforms control distribution — get over it. Oh, and by the way — journalists need to reinvent their business too. For instance, they need to build relationships with people if they want to survive, and shift from creating content to providing service, so we can better serve people’s goals and needs.