At www.CustomerThink.com for example, we have 500+ bloggers that write thought-provoking content. So long as it's relevant to our site mission (customer-centric business) and non-promotional, it's good to go.
OK, so is that social? By your implied definition, yes. But I'd say engaging with others is more social than posting your own content.
Social is about people, not media. But the media can bring together people. I'm not a huge fan of Twitter, but it helps me find interesting people -- like you! Sameer Patel DM'd me about your post.
In online communities, the rule of thumb is that only around 1% are the super users that create most of the content, 9% are somewhat engaged, and 90% passively consume the content.
Not everyone wants to (or can) write original new content, but everyone can contribute by liking, RTs, etc. All participants are part of the mix, whether or not they are distributing content from a mass media site or writing original content.
So to meet *my* definition of social, I'd like to see you respond to the people leaving comments on this post. You can even include a link to a major media source, it's ok with me.
Bob Thompson
CustomerThink Founder/CEO
