Industry buzzwords are fascinating, partly because some tend to define a new phenomenon in terms laypeople can understand, but also because some try to do exactly the opposite - describe what might otherwise be considered ordinary or common in some extraordinary way as to render it special.
Such is the case with "Web 2.0" and "social media" - the current buzz phrases given to all things new and different on the Web, whether they involve more than one person at a time or not. Blogs, mash-ups, viral events, wikis, and such. Are the ideas really that new? Or is it just technology that has made them new to the online world? I recently advised an agency, in jest, that they begin to claim the 'Web 3.0' space before someone else grabs hold. They considered it for a while.
What does 'social media' mean anyway that makes it that new? The word "social" is derived from the Latin word "socius" meaning to associate or create a bond between people. Hence, societies are groups living and doing things together, and why all simultaneous group activities online seem to be marked as social.
Since the beginning of advertising and marketing, the goal has been to establish a bond or association with the prospect or customer through messaging and content. Today many call that creating a brand dialog and, thus, all forms of marketing media, online and off, are intended to create a social relationship with prospects and customers. Since most such Websites today are associated with some product or service trying to generate that same bond with consumers, it is worth considering the idea that all media is social.
This in no way detracts from the many new and amazing forms of online, dynamic and interactive experiences being put forth for both commerce and amusement, but their goal of making social connections and establishing bonds is not new. What is groundbreaking, however, is that the tools and technologies now available are actually letting consumers create and influence brands themselves, and the messages those brands are sending out to attract others. Lest we forget, gaining that kind of insight from consumers, while still engaging them with compelling experiences, is very smart social business.