If you think social media only involves websites, think again. Though the internet is definitely a primary enabler of social media, it is not the sole host platform. Case in point: Nationwide’s Life Comes At You Fast campaign that displays user-submitted photos on a New York City digital billboard at Times Square. Photos are projected on the side of a skyscaper for one hour each weekday with an extremely high participation (who wouldn’t like to see their mug up on the side of a huge building?).

Social media is merely a brand’s embrace of user-generated content to increase consumer participation, which increases ownership and a passion for the organization to succeed on a broad, community-based level. Expect to see a variety of uses in the coming years.

[via Fast Company, 10/06 issue]