Understanding “Social Media”

By Kyle McCabe | January 22, 2009

To hear top internet marketing magnates tell it, 2009 will see social media become sentient, unify and morph into a god-like being that will dominate the entire universe!

Alright, no one says that. But there *is* a lot of buzz right now, and a lot of it contains predictions of the impending explosion of social media into the mainstream business world. Are you ready? Probably not. Most people aren’t – in fact, if you’ve actually heard the term “social media,” you’re already ahead of the game.

But what exactly is social media?
The truth is the phrase “social media” just isn’t up to the task of defining this new phenomenon that is changing the world as we speak. And really, when you boil it all down, there’s nothing even new about it. All media is social in the sense that it is created and delivered in a society for the purpose of communicating, which is a social activity. If you think that’s too vague, you’re spot on – and that’s exactly why the broad, all encompassing phrase “social media” doesn’t really work.

So what are we really looking at here?
Suspend your disbelief (and your claustrophobia) for a second and imagine everyone on Earth – all 6.7 billion people – in one room. (Ignore the smell : )). Or just imagine 670 people in one room, if that’s easier, each representing 10 million more. In this room there are no barriers or divisions; it’s just an open space containing people. These people are all talking to each other – in small and large groups, one to one, one to one hundred, in corners or in the middle of the room. Some people are laughing, some crying, some whispering or yelling; some are talking business, some political, and still others are simply listening. (A few are stalking people, but let’s not go there). They share, they play, they collaborate. It’s a myriad of every type of conversation you could imagine.

Conversations
That is what “social media” is, in its basic, elemental form: conversation. It’s two people, three people, three million people, all participating in some form of conversation; all together or in groups or pairs. Now take this and apply it to what you know about social media: Facebook, Myspace, Youtube, blogs, etc. – these are all simply platforms for conversation. Each has a different way of going about it, and each one attracts different sorts of people, but they all accomplish the same thing: bringing people together in conversations about “stuff”.

…this is where it becomes relevant to you and your business. People talk about all kinds of things, including other people, companies, organizations, ideas, products and brands. It’s quite possible that, right now, someone out there is saying something about you, your business or your product. They’re saying all kinds of things, influencing others concerning your product or service, and you can’t really control that. But you can participate; become part of that conversation.

Your competitors will.

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Tagged with 2.0, changing business, marketing strategies, new media, online communities, Social Media, social networks, viral marketing

Filed under Marketing, Networking, Public Relations, Social Media

See also:

• Social Media Strategy in South Dakota
• Keep up! Use Podcasts
• Why Twitter Should Matter to You

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About the author
As Content Development/SEM Director for RSA, Kyle spends most of his time thinking of ways to get a company-sanctioned afternoon nap. He's an amateur photographer, social communication junkie, gamer, musician, blogger, and all-around web geek. He enjoys reading, writing, and breaking bricks. You can find him on LinkedIn, Flickr, and Twitter.