Media and advertising companies still use the same old demographics to understand audiences, but they're becoming increasingly harder to track online, says media researcher Johanna Blakley.

As social media outgrows traditional media, and women users outnumber men, Blakley explains what changes are in store for the future of media.

Johanna Blakley studies the impact of mass media and entertainment on our world.

As the Deputy Director of the Norman Lear Center (a media-focused think tank at the University of Southern California) Johanna Blakley spends much of her time exploring how our entertainment interacts with our political, commercial and social habits.

She is especially interested in the surprising impact of intellectual property rights on innovation, organizing conferences around the lack of creative ownership in fashion as well as technology and the ownership of creative content.

Sharon L. Butler, an artist and writer, maintains an award-winning art blog, Two Coats of Paint, blogs for The Huffington Post, and is a contributing writer at The Brooklyn Rail.

She has received several grants, residencies and awards, including a Pollock-Krasner Foundation grant, Pocket Utopia artist residencies, Connecticut Commission on Culture artist fellowship, Blue Mountain Center Artists' fellowship, and Connecticut State University research grants.

In addition, her art work is included in private collections in New York, Los Angeles, Boston, Baltimore, Tampa, Philadelphia, Providence, Berlin, London and Kyoto.

Butler is an art professor at Eastern Connecticut State University.

Susan notes: as a wannabe geek and social media neophyte, I often feel lost and incompetent – there’s SO much to know! When that happens somebody eventually takes me under their wing and helps me move forward. Melanie Hetfield, a Professional Tweeter (yep, there is such a thing), kindly shared a few tips when I needed them most. When I asked her for a profile I could post on AWR, she modeled hers after the one that recently appeared about me and other Dubai Twitterati in The National.

@melaniejane88
Mum of 3, divorced twice, living in Margate, England. Self-employed for four years. Home educator.

Twitter Bio: Professional Tweeter for Companies, Web Designer, Home Educator & best of all mum of three children. Live by the seaside. Love Life! Love Twitter :) @melaniejane88

Following: 29,564

Followers: 28,205

Number of Tweets: 22,173 (most of my chats happen by Direct Message).

Listed: 1,080

Started Tweeting: Feb 2009

Sample tweet: Just Keep Smiling, it will help the day through.  Here is a list of Active followers:
https://tweepml.org/active-followers-1/

Life has been a fight since my teenage years onwards, failing health has always been in the way of many things I wanted to achieve. I hit rock bottom in 2006 having failed with my second marriage and really ill with Lupus.  Determined to keep things together even though in a wheelchair at that time, I focused on my health and my children, and I started to learn web design.

We moved to the seaside, a good, healthy move, and I went back to college for a year, but health got in the way there, so I continued to teach myself.

Susan notes: Thanks to TED for making TED Talks downloadable and embeddable, and for providing the biographical information that goes along with them.

Copyright law's grip on film, music and software barely touches the fashion industry ... and fashion benefits in both innovation and sales, says Johanna Blakley. At TEDxUSC 2010, she talks about what all creative industries can learn from fashion's free culture.

As the Deputy Director of the Norman Lear Center (a media-focused think tank at the University of Southern California) Johanna Blakley spends much of her time exploring how our entertainment interacts with our political, commercial and social habits.

She is especially interested in the surprising impact of intellectual property rights on innovation, organizing conferences around the lack of creative ownership in fashion as well as technology and the ownership of creative content.