I've asked myself this very question many times in the last couple of years. Social Media is really just a buzz word being used to categorize a multitude of new tools and technologies that allow people to communicate in a nearly infinite number of ways.

Recently this has been a very sensitive topic for me. As a parent I find myself in the dark about things that are happening at my child's school. The tools that are provided require me to access a million (not literally) different websites when much of this information could be combined into a single location requiring a single connection. Some of it could even be transmitted via existing tools as it is public information and not specific to my children.

My day job requires that I also provide tools for my employer to communicate with their clients. I find myself lacking the ability to explain why they should be using the existing tools rather than crafting their own and it is becoming quite frustrating. Rather than embrace the tools they are actively shunning them and as a result depriving their clients of information.

So, what is 'Social Media' and why is it different?

I define it as a way to communicate that goes beyond just spreading the message. Traditional PR, or so I've observed, is done with press releases and media interviews to spread the message. Social Media enables and encourages your clients to communicate with each other and thus, in the ideal situation, will result in new clients. It also permits direct one-to-one communication with your clients and prospective clients. It is the equivalent of you being in every home, on every corner, in every part of the world at the same time.

Why anyone would choose not to use it is beyond me.

I am interested in finding out what you think Social Media is. Am I wrong in thinking that the best way to engage your audience is by going to where they are? Is this all a fad?