@Jason – Right you are. These tools – and they are only tools – are to facilitate better communication, among people. Period. I’m not crazy about the term myself because I think it lumps some things in and excludes others, and to me media is a one-way broadcast mechanism, not a facilitator of dialogue.

@Paul – wow, a lot to chew on there. But don’t think social media is out of reach for you. Social media can do as well to build and create brand enthusiasts as it can to steward them, but it takes patience and time and a long-term approach that integrates a fully sound communication strategy. Remember the human connections, and the rest follows.

@Jim – Indeed, it’s easy to forget that not everyone is on the bleeding edge, or even next to it for that matter. We have to remember the fundamental “WHY” of social media, not just the how. It’s about the relationships, yes?

@James – “A challenge that evangelists face is not assuming, in their zeal, that their passion is the only choice available to marketers.” Amen. Equity is also created when someone recognizes that behind the brand, there is a person. Humans connecting to humans. Do I sound like a broken record yet??

Thanks to all of you for being here, and for adding so much to the discussion.

You used an important word, “tactic,” that’s worth expanding on. Social Media, and I hate the name as well, is a tactic that needs to finds its role in an integrated marketing communication plan. A challenge that evangelists face is not assuming, in their zeal, that their passion is the only choice available to marketers. It’s not and it shouldn’t be.

The opportunity sitting on Social Media’s doorstep is its power to create relationship equity. A brand is only a brand when there is equity in the relationship beyond functional benefits. Otherwise it’s a product with a name. Equity is created when consumers experience added value, something unexpected that surprises them. An unexpected gift, a special interaction, a Tweet out of the blue that addresses a concern. It shows the brand is listening and willing to interact.

James Hipkins last blog post..What Integrated Marketing Communications and Camels Have in Common

I think building a bridge is the right metaphor. It’s not holding up a mirror, it’s not cramming a square peg into a round hole. It’s building a bridge. And being concrete and clear is critical.