Simply;
It is a form of communication.
It's important to think of it in such fundemental, simple terms. Because, when we do this, new ideas and thoughts emerge.
So when a client tells me, "why should I use social media?". My answer is, "why should you communicate?"
Why communicate?
It's a question a lot of people and businesses seem to forget in the rush to blog-twitter-digg-facebook-bebo etc.
Lets take it a bit further.
- What do you want to communicate?
- Who do you want to communicate to?
- Is your communication time sensitive?
- What defines your communication as success?
These are the questions you should be asking before you even think about social media.
For example, is a front page digg really the best thing to add to your online marketing mix right now?
When you address things from a more theoretical aspect, alternative opportunities arise.