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".

Guy Kawasaki (born August 30, 1954) is a Silicon Valley venture capitalist, bestselling author, and Apple Fellow. He was one of the Apple employees originally responsible for marketing the Macintosh in 1984. He is currently a Managing Director of Garage Technology Ventures, and has been involved in the rumor reporting site Truemors and the RSS aggregation Alltop. He is also a well-known blogger.

Guy Kawasaki was born in Honolulu, Hawaii, where he attended the Iolani School. He cites his AP English teacher Harold Keables as a major influence, who taught him that “the key to writing is editing.” He graduated with B.A. in psychology from Stanford University in 1976. After attending Stanford, he went to law school at UC Davis, where he lasted one week before realizing that he hated law school. In 1977, he enrolled in the UCLA Anderson School of Management, from where he received his MBA. His first job was at a jewellery company, Nova Stylings; in regards to this, Kawasaki said “the jewelry business is a very, very tough business — tougher than the computer business... I learned a very valuable lesson: how to sell.”

Taylor Alison Swift (born December 13, 1989) is an American singer-songwriter and occasional actress. Raised in Wyomissing, Pennsylvania, Swift moved to Nashville, Tennessee at the age of fourteen to pursue a career in country music. She signed to the independent label Big Machine Records and became the youngest songwriter ever hired by the Sony/ATV Music publishing house. The release of Swift's self-titled debut album in 2006 established her as a country music star. "Our Song", her third single, made her the youngest sole writer and singer of a number one song on the country chart. She received a Best New Artist nomination at the 50th Grammy Awards.

Swift's second album, Fearless, was released in late 2008. Buoyed by the chart success of the singles "Love Story" and "You Belong with Me", Fearless attracted a crossover audience and became the top-selling album of 2009. The record won four Grammy Awards, with Swift becoming the youngest ever Album of the Year winner. Fearless also received Album of the Year plaudits at the American Music Awards, Academy of Country Music Awards and Country Music Association Awards, making it the most awarded album in country music history. In 2010, Swift released her third album, Speak Now, which sold over one million copies in its first week. She then embarked on the 111-date Speak Now World Tour, which was attended by over 1.6 million fans and has become one of the highest-grossing concert tours of all time. The album's third single, "Mean", won two Grammy Awards for Best Country Song and Best Country Solo Performance. Swift is currently recording her fourth studio album, due for release in the fall of 2012.

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.