What is social media?
It is collection of papers/periodicals run by each individual participant with an unschedule.
Brian Solis is trying to develop the concept of Social content. There can be traditional media content on Social media platforms. But it is not social content.
Social content is not only consumable but is also shareable and actionable and acts as catalyst for relevant conversations.
Social content producers begin with the social media outcomes they wish to see and reverse engineer content strategies to enliven them.