Social media – "media for social interaction, using highly accessible and scalable communication techniques" (Wikipedia reviewed Feb 2011) " are relatively inexpensive and accessible to enable anyone (even private individuals) to publish or access information, compared to industrial media, which generally require significant resources to publish information." (ibid) As with many developments in multimedia and digital publishing, social media are considered a recent development, overcoming the limitations of "traditional" publishing. The potential of Facebook are rooted in the fact that it connects everyone with everyone, becoming the factotum of the city, knowing every story, every love affair and speculation. There is high demand by everyone: tutti mi chiedono, tutti mi vogliono, everyone asks for me, everyone wants me, and good compensation for social media services. Ahimè, che furia! Ahimè, che folla! Ah, what frenzy, Ah, what a crowd! What Zuckerberg can learn from an expert in social media in the 17th century is the integration of communication services with a brick and mortar presence in a shop. Definitely a good combination: a te fortuna non mancherà. (and he has to learn to sing).