• by Gavin O'Malley , Staff Writer @mp_gavin, September 21, 2009

Don’t be late to the digital media game, GCA Savvian’s Kawaja warns. But, whatever you do, don’t be early, either. “If you invest in the greatest social media play of 2017, you can pretty much write that off,” he says.

More alarming? Contrary to most investments that usually retain some of their initial value, you can buy companies in the digital space, and have them be worth nothing in a year’s time, he adds.

“Being too early is the same thing as being wrong,” says Kawaja. “It’s dangerous territory.”

Oh, and why is digital still missing out on all those big marketing dollars?

“It’s not working; it’s not monetizing,” Kawaja says. “Is it not monetizable? Just not yet?” Yes?! “To be determined,” is his answer.

To be clear, however, that lack of proven business models still has little bearing on valuations as Twitter’s own $1 billion valuation last week proved.