Social Media is about you... whether you are a creator, consumer, or contributor, social media needs you. Facebook, Twitter, MySpace, and YouTube are all exemplary examples.
YouTube would be a worthless site if nobody uploaded a video. It would be equally worthless if nobody ever watched those videos. And it wouldn't be as strong of a website if nobody commented on, linked to, or shared its videos either.
Social Media is about taking traditional content & publication models and flipping them on their head. Instead of a few powerhouse publishers creating content and distributing it out to the masses, Social Media is about the average Joe or Kjersten writing a blog post, Digging an article, Twittering about Super Bowl commercials, writing a product review, or...you get the idea
This can be both extremely exciting and/or incredibly scary, depending on who you are. Are you a CEO of a company whose products are being bashed by thousands? Scary. Are you a marketer who just happened to put together a web video that was forwarded to friends by the thousands? Amazing.
And thus, the reason why this "new" form of media is so amazing. It's 99.9% democratic, there are no boundaries, and nobody knows what the heck to do with it.
Thanks for reading and doing your part. I'm trying to keep up with my end of the deal.