Social media doesn't make you social

Just because you are involved in Social media does not mean you have to change. You can still push messages out. You can still try to broadcast into the cloud and try talk louder than everyone else to make sure you get heard. You can still talk without listening.

When Media Companies talks about social media they mostly refers to blogs. Most often big blogs that are stealing traffic and advertisers from the traditional media sites. Most journalists still thinks that the news are coming from them.

Advertisers: Not much has changed. Still pushing banners, but this time into a more personal media.

Traditional companies: Panic! How can we stop people from using Facebook during work hours?

Smart companies Understands that having a presence is not enough. You also need to be present. You as a company is getting social and have a dialogue with your clients, employees and partners. You use the social media/web 2.0 tools to enhance that conversation.
You are where your customers are. If not already you are a winner.