Social media is necessarily amorphous - some of its principles fall under the subject of public relations, while others fit within advertising. As the ways in which companies communicate with customers continue to proliferate, social media is a key part of the conversation in both camps.
Blogs, podcasts, wikis, RSS feeds, del.icio.us, Technorati, Digg - whether used by PR or advertising professionals - are all social media tools. We define social media tools as anything that enables conversations to spread more easily and to be tracked. Customers are already talking about you. How do you make it easier for them to do so?
On the PR side of the house, our colleagues at SHIFT Communications have developed a Social Media Essentials Guide in PDF format. This is a great basic guide to social media, in addition to SHIFT's work on a social media press release and a purpose-built del.icio.us page specifically for the Novell Linux campaign.
[Disclaimer: Novell is a client of PJA]