That's what Randi Zuckerberg told CNBC, pointing out that, despite social media's size, "the eyeballs" are still on television sets. In fact, our eyeballs increasingly multi-task as we move from mobile devices and computers to TVs. Often, there's no moving taking place -- somehow, we pay attention to multiple screens concurrently. Word of mouth via modern channels doesn't sufficiently explain the symbiotic relationship between new/social media and the old guard. Old-style word of mouth still exists, but it's not the primary driver of ratings it used to be. Every year, I hear people hooting and hollering throughout my neighborhood during the Super Bowl. I hardly react. Before the game, dozens of people I bump into ask where I'm watching it. I tell them I have no plans and do not intend to make any. The buzz on the street just doesn't get me all that excited, even when a whole city block bursts into a frenzy because something big just happened. The furor compels me to do nothing. I can't quite explain why it's different when it comes from Twitter and, to a lesser extent, Facebook. For whatever reason, when Twitter erupts with people I've never met before saying something they just saw was "unbelievable," I must be part of it.