Social media includes web-based and mobile based technologies which are used to turn communication into interactive dialogue between organizations, communities, and individuals. Andreas Kaplan and Michael Haenlein define social media as "a group of Internet-based applications that build on the ideological and technological foundations of Web 2.0, and that allow the creation and exchange of user-generated content." Social media is ubiquitously accessible, and enabled by scalable communication techniques.

Social media technologies take on many different forms including magazines, Internet forums, weblogs, social blogs, microblogging, wikis, podcasts, photographs or pictures, video, rating and social bookmarking. By applying a set of theories in the field of media research (social presence, media richness) and social processes (self-presentation, self-disclosure) Kaplan and Haenlein created a classification scheme for different social media types in their Business Horizons article published in 2010. According to Kaplan and Haenlein there are six different types of social media: collaborative projects (e.g., Wikipedia), blogs and microblogs (e.g., Twitter), content communities (e.g., YouTube), social networking sites (e.g., Facebook), virtual game worlds (e.g., World of Warcraft), and virtual social worlds (e.g. Second Life). Technologies include: blogs, picture-sharing, vlogs, wall-postings, email, instant messaging, music-sharing, crowdsourcing and voice over IP, to name a few. Many of these social media services can be integrated via social network aggregation platforms. Social media sites are sites like Facebook, Twitter, Bebo and MySpace

Gary Vaynerchuk (born November 14, 1975, in Babruysk, U.S.S.R. [presently Belarus]) is a video blogger, co-owner and director of operations of a wine retail store, and an author and public speaker on the subjects of social media, brand building and e-commerce. Vaynerchuk immigrated to the U.S. in 1978, and after graduating from Mount Ida College in Newton, MA, transformed his father's Springfield, NJ liquor store into a large scale retail wine store named Wine Library, and in 2006 started the video blog Wine Library TV, a daily internet webcast on the subject of wine, which launched his career of internet celebrity.

He has been featured in The Wall Street Journal,GQ, and Time, appeared on Late Night with Conan O'Brien and Ellen. Vaynerchuk has been described as "the first wine guru of the YouTube era", "the wine world's new superstar", and by Rob Newsom, a Washington State wine maker, "outside of Robert Parker, probably the most influential wine critic in the United States". In the July 2009 Decanter publication of "The Power List" ranking of the wine industry's individuals of influence, Vaynerchuk placed at number 40, citing that he "represents the power of blogging".

Marc Maron ( /ˈmærən/ MAR-ən; born September 27, 1963) is an American stand-up comedian and radio and podcast host.

He has been host of The Marc Maron Show, and co-host of both Morning Sedition, and Breakroom Live, all politically oriented shows, produced by Air America Media. He was also the host of Comedy Central's Short Attention Span Theater for a year, replacing Jon Stewart. Maron has been a frequent guest on the Late Show with David Letterman and made over 44 appearances on Late Night with Conan O'Brien, more than any other stand-up performer. He was also a regular guest on Tough Crowd with Colin Quinn and hosted the short-lived American version of the British game show Never Mind the Buzzcocks on VH1.

In September 2009, Maron began hosting a twice-weekly podcast titled WTF with Marc Maron, in which he interviews comedians and celebrities.

Maron was born into a Jewish family in Jersey City, New Jersey, but lived in Wayne, New Jersey and Pompton Lakes, New Jersey until he was six. Maron's father then joined the US Air Force for two years, and Maron and his family lived in Alaska. When his father left the Air Force, he moved his family to Albuquerque, New Mexico and started a medical practice.

Erik Qualman (born 1972) is an American author of Socialnomics: How Social Media Transforms the Way We Live and Do Business, and is a speaker within the Internet community. In 2010, Socialnomics was a Book of the Year finalist as voted on by the American Marketing Association. He is a columnist for Search Engine Watch and ClickZ Magazine.

Qualman was born and grew up outside of Detroit, Michigan in Rochester Hills. He attended Michigan State University receiving a BA in Marketing. While at Michigan State (1990–1994) he was named Academic All-Big 10 for Basketball. Qualman also holds an MBA from the McCombs School of Business at the University of Texas (1999). In 2011 Qualman gave the keynote address to the McCombs graduating class on the Austin, Texas campus.

He is currently the Global Vice President of Digital Marketing for EF Education headquartered in Lucerne, Switzerland and a Professor of Digital Marketing for Hult International Business School's Masters program. Prior to joining EF Education and Hult, Qualman worked in online marketing and eBusiness functions at Cadillac & Pontiac (1994–97), AT&T (1998–2000), Yahoo (2000–03), EarthLink (2003–05) and Travelzoo (Head of Marketing 2005-08).