Integrating Social Media into a Web Content Strategy
http://www.digital-web.com/articles/social_media_to_web_content_strategy/

Parrott, Britt
Digital Web Magazine
2008

Abstract:

Outside of the tech industry, skepticism and fear are the norm when it comes to social media. But it is simply about finding the best way to communicate with an audience. Social media consists of the same content already in use: text, audio, images, and video. The difference lies in its ability to open up new channels of communication.