What does scalability mean in the context of social media? Does the term apply to traditional mass media?

What will be an ideal response?

Scalability refers to the ability of social media platforms to grow, adapt, and change in response to the needs of users. This allows journalists to reach and respond to more people as demand increases, and to change their approach to delivering information to better serve the story. Although traditional mass media is, by nature, scaled up to reach the widest audience possible, it is nowhere near as adaptable and is much slower to change in service of the audience.