There is a lot of buzz these days about social media. Everyone's trying to figure it out. There are some who understand it, and some who might be missing the mark. The "web" is quickly, and deservedly, becoming a science unto itself. The web is still perceived by the majrity as a platform. A medium. An "it". When, as I observe it to be, the web is much more, it's "where," "when," "how," and "why." And most importantly "who." My friend Stowe Boyd refers to practitioners of social media as "the people formerly known as the audience" - a term I am quite fond of. In general, this is a concept that the world of marketing communications has yet to catch on to.