On the Web, value is not created primarily by either content or distribution. Users create value out of content through the use of tools that enable them to do something with the content, whether it’s to move it, share it, reformat it, store it, discover it, mash it up or embed it. What the media companies most sorely lack is not sufficient content or adequate distribution but a workable mechanism for capturing a fair share of the value users are creating for themselves. Ultimately, media companies need to become not distributors or content owners but enablers.

At Donat Group, we often have this conversation with media clients — both large and small. It is always interesting to propose a scenario to them in which neither the content nor the distribution have significant value and to see where the conversation meanders. When we present our model of Audience Engagement Value, most clients are initially quite surprised. (I know this sounds like B-School/Corporate-speak, but bear with me ) What this all boils down to is the fact that today’s audiences (however you define “audiences”) want to do something with content — theirs, yours, it doesn’t really matter.

So, the real questions on the table are: What is that “something” you’re going to let them do?! And, is there perceived value to them in doing that?!

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Machinima (muh-sheen-eh-mah) is filmmaking within a real-time, 3D virtual environment, often using 3D video-game technologies.

What’s most interesting about Machinima is that it allows participants in 3D worlds to capture their activities, either as proof of bragging rights or to allow for post-mortems or reviews to occur after an event has been completed.

It suddenly hit me today that much of what we enjoy about digital social media is the ability to capture important social interactions or thoughts that previously were intangible and could only be recalled by our memories and only from our perspective!

How amazing is it that we can now go back and review that exact exchange, really see what others said or did! Talk about empowering tools for personal growth and professional development! Now that’s powerful!

This may seem quite obvious to many of you ! But, for me, it provided a new perspective on these latest social media tools; I realize that the ones that bring me the greatest value are the ones that allow me to capture my “intangible experiences”. That’s the power of capturing!

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In any case, on the way home, I started to wonder what his Social Graph might look like based on his party playmates . What would a Social Network Analysis look like for a 4-year old? Who were the influencers, mavens, trendsetters, cool hunters, etc.? Which application would be most important to his network – the Train, Car or Balloon App? Perhaps, the Dora App (that one seemed to appeal to both boys and girls). Is 4 too young to think about such things? The simple answer is yes! I’ve clearly been focusing on Social Media too much lately!

I sincerely hope that I am not the only one with such outrageous thoughts! If you’ve had similar experiences, I’d love to hear them!

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