• by Joe Mandese , June 23, 2009

What keeps Don Steele, VP-digital marketing at MTV Networks Entertainment Group up at night? Aside from all the emails he receives from MTV’s management about Twitter, it’s the fact that the current obsession with the micro blogging platform may be taking energy away from other important social media outlets that is currently making a difference for MTV’s brands.

“Wait a minute, we have 1.8 million fans of ‘South Park’ on Facebook that we haven’t spoken about for weeks,” Steele bemoaned.

Talking about the accelerated half-life of social media platforms that has made Twitter the current star,

There’s so much going on, Steele wondered out loud, “Are we just moving around the struggle.”