Social Media takes many forms.  Social Media is a current buzz word in the business world.  Do you know what “social media,” is?  Wikipedia(a form of social media) defines social media as

“information content created by people using highly accessible and scalable publishing technologies that is intended to facilitate communications, influence and interaction with peers and with public audiences, typically via the Internet and mobile communications networks. The term most often refers to activities that integrate technology, telecommunications and social interaction, and the construction of words, pictures, videos and audio. This interaction, and the manner in which information is presented, depends on the varied perspectives and “building” of shared meaning among communities, as people share their stories and experiences. Businesses also refer to social media as user-generated content (UGC) or consumer-generated media (CGM).”

Social media is a conversation from brand to audience.  This is a break from the traditional broadcast approach that has dominated the marketing world for the greater part of 100-years.  Broadcast media is a one-way anti-interaction medium.  Broadcast tells its audience what to do.  Social media engages in a conversation with its audience on what to do.  The key is engagement with the audience.  The audience no longer is an idle participant.

Can the two mediums work together?  Absolutely!  The are very many examples of successful broadcast/social media plays.  Have you ever heard of “American Idol?”  The traditional broadcast television show relies upon votes cast by it’s viewing public (via text messaging or SMS) to select its top contestants and winner.  CNN’s Rick Sanchez engages his viewer via Facebook and Twitter during his live broadcast.

Is this interaction new?  Not for talk radio.  Jim Rome has built a cult-like following of his sportstalk radio show called, “The Jim Rome Show,” on ESPN Radio.  Jim not only hosts the talk radio show but takes listeners calls, interviews sports stars, has e-mail contests, “the take of the week contest,” and satirical plays of soundclips of sportstars abound in his show.  “Clones,” (listeners of the show) call in to give their take on a sports or life situation and are graded by Jim and the “Clones.”  His only request, “have a take, and don’t suck.”  It seems that talk radio is the medium that has the leg up in the social media space.  More and more brands and mediums will have to employ talk radio style social media plays.

What kinds of social media tools/mediums are there?

Social Networking: Facebook, Myspace, LinkedIn

Micro-Blogging: Twitter

Video Sharing: YouTube, Vimeo

Web Presence:  Web sites and Blogs

Social Bookmarking: Del.ic.ious

RSS Feeds

Community Building Sites: Ning