Social What?

"Social Media" is a fairly familiar word to most us. We use Facebook, Twitter, and a variety of other websites to keep up with friends and exchange news. But what does "social media" really mean in today's technologically savvy society?

In chapter 3 of Engage, Brian Solis helps us define and understand social media in a different light. Solis says, “we should never strive to master something that evolves much faster than our ability to fully grasp its lessons, benefits, insights, and pitfalls” (Solis 33). At first, I was slightly confused by this statement. Surely, I am a social-media-sophisticated 21 year old, of course I can grasp everything. Soon I took a step back and thought of how frequently the social tools I use have changed. In fact, it seems like Facebook is always changing, thus causing millions to relearn the social skills they had just acquired.

For most people, social media networks are just social forums. They serve as tools to help individuals stay connected with friends and loved ones. However, for marketers, social media is the microscope into niche markets. “We’re simply becoming aware of our markets, the people who define them, and our place within each community” (Solis 33). Social media networks are helping marketers really reach out to their consumers.

Solis provides an in depth list of social media tools, each with a variety of different purposes. For the most part, I had heard of the majority of the social networks in Solis’ list. However, I was floored by how many exist and how many were probably not listed. Social media tools can vary from a simple blog, to videos, location devices, and photographs. The possibilities are endless. In addition, social media networks have broken down into specific elements. Flickr is a great forum for individuals to post photographs. Websites like Youtube and Vimeo are excellent tools for bands, film aficionados, and others.


So far, we have been able to see different social media networks, but we still have yet to come up with a concrete definition. Solis puts it best when he says, “Social media is many things to many people” (Solis 36). How someone chooses to use social media network will result in their own definition.

One definition that Solis uses is, “Social media is the online tools that facilitate a conversation” (Solis 36). To me, this is the truest definition. No matter what social network we use, we are someone engaging in some form of communication. Watching videos on Youtube can spark comments, thoughts, and opinions. On Facebook we comment, read, and converse with others. No matter what social media tool we use, we are engaging in some form of communication. Perhaps that’s why it is simply called “social media.” Socializing through media.