Media are Social

Read this post by Jeremiah about the PR industry being slow to understand let alone embrace the perils and opportunities brought about by the emergence of social media. In today's media and communications world of interactive everything, rather than talking about social media as a discrete entity to be analyzed in isolation, it's more important to internalize the fact that any digital medium is, or will be very soon, social. Unlike a few years ago, today there is a person, an audience, a market on the other end with the ability to not only read and/or listen to your message but also to respond. When Tim O'Reilly coined the term "Architecture of Participation" to describe what soon became fundamentally understood and embraced by any company doing Web 2.0 work, the notion of media being social is essentially what he was getting at.