The latter part of the morning track featured a presentation by Jim Long, founder of Verge New Media. Jim is a cameraman for NBC and works with Brian Williams (no, not of Viget Labs, Brian from NBC Nightly News). Verge is an interesting intersection of old and new media, and how they are growing and changing together.

Through some initial Q&A, Jim started the conversation by stating that “if people think that social media is a ‘flip the switch solution’ for branding, PR and media…that is not the case.” An interesting concept, and true I think.

Social media may be exciting and new, but I’m not sure it will ever replace traditional journalism. I personally think it’s more a question of merging the communities together in an understanding of how they can help each other.

Jim also mentioned that when considering social media, it’s important to find the tool you are comfortable with, and what works for you. Whether it’s blogging, Twitter, FaceBook, or any other medium. I would say it’s kind of like exercise, find something that you like, and you’re sure to stick with it, and maybe even learn to love it!

Twittering Commentary

Jim also discussed Twitter, following C.C. Chapman’s earlier mention. He classified Twitter as “LinkedIn at a cocktail party…some would be exchanging cards, some would be drunk” - a great (and humorous) analogy!

It’s like a giant stream of consciousness, some of which is important and relevant, some of which is not. Jim views Twitter as a rolodex of influential and smart friends. Why Twitter? It’s about ENGAGING in CONVERSATION with people.

For a fun interactive example, Jim posted a message on Twitter for people to say hello to the audience - just to show who was watching and interacting. Within minutes he had multiple responses.

In addition to the “fun” factor of Twitter, there is a business factor as well. Aside from the social aspect, what is the business case?

Jim mentions that there is a lot of general distrust in “THE MEDIA” (being NBC, NYT, Washington Posst etc…) - and it’s important for users (particularly companies) to make sure they are not using something such as Twitter to add to that distrust. People will ignore companies that are tooting their own horn on Twitter, just like with any blog that reeks of corporate marketing speak.

Twitter provides an outlet for conversation, and for Jim, it gives the media a personal touch. Jim makes sure that his Twitter followers know and understand his role at NBC (although he has noted he hasn’t read the GE/NBC corporate policy on blogging or social media). In turn, his followers are given an inside look at the news business.

Start out with small friendships and test the water, grow your network organically and carefully. Once you begin gradually following others, then you will have an engaged and loyal audience.

Jim posted about his presentation today on his blog, and Twittered about it, asking for comments on social media that he could use as points of discussion. Within a day he had multiple comments from leading social media and marketing experts. People who are influential in the community, known for their thought leadership, and who genuinely care about social media. How awesome is that?

Video and Blogging Etc…

His final thoughts included, what else other than video. He gave us an example of a project he works on called Crafty Nation, a unique place for artists to meet and share their crafts. Crafty features a blog, videos and a general forum for the community to chat. A pretty cool way to bring it all together.

Jim also shared with us a really interesting video from NBC, featuring some clips from trips he has taken (Signapore and Afghanistan) and how the job works. His narration includes behind the scenes discussion on how journalists get their stories and video feed. Video is not social media, however through sharing video, people can comment and share it - thus creating a social network.

Jim summarized the discussion by talking about blog commenting and the importance of link love. We’ve talked about that today regarding SEO, and also in forming relationships, building community and of course, conversations.

Coming up: Lunch break and keynote Cynthia de Lorenzi, founder of Success in the City!