All media is Social Media, The First Australians proves this!

The definition of Social Media in Wikipedia is wrong!

Definition: Social Media
Social media are primarily Internet-based tools for sharing and discussing information among human beings

Isn’t all media, social?

Definition: Social
Refers to an interaction between two organisms whether they are aware of it or not.


With media one person is producing and another person is consuming. There is an interaction taking place. The only difference with online is; to a third party we are aware of this happening because we can see it. The internet could also be argued to make interaction between humans easier, breaking down barriers.

HOWEVER Social Media is not primarily internet based tools, all media is social.

This point came to me while watching The First Australians (if you have not watched it, you should!) on Tuesday night. It was during the following excerpt about the newspaper John Patten set up.


The Abo Call helped to give the aboriginal people a voice for their plight to be heard, it also prompted to let people know that they were not alone. It helped to bring a community together.

Media brings people together to form communities. The more interactions the stronger the community.

Media is great in aiding the formation of communities.

Communities in my eyes are interacting organism sharing a social object (wikipedia suggests an environment).

My aim is to create interactions between organism (brand-consumers, consumer-consumer) who share a common social object. So am I really doing Social Media Marketing or am I performing something else?

For more infromation on the Marketing of the SBS brand or any of their shows, you should check out the blog 'The SBS Brand' written by Jacquie Riddell the Marketing Director of SBS.