Traditional media outlets like television, radio and print are embracing social media, and the effects of the transformation are being seen in everyday activities like reporting news, ‘two-screen’ entertainment viewing and online versions of traditional print publications.

The progression of the evolutionary process from here on is still unclear, though. As new media upstarts like Facebook and Yahoo move into the realm of traditional media companies, old-line organizations like Verizon (yes, I said old-line. Verizon is the result of the consolidation of several telecommunications companies) are squeezing their way into the media business (with the acquisition of AOL, in Verizon’s case.)

Consuming content through mobile, web and social media channels has become the norm. The manner in which media and entertainment companies produce content for this change in consumer behavior is critical to their future survival. Producing valuable content while maintaining a personal touch in outreach will be key. As we’ve said many times, content producers must do more than broadcast to be respected and admired. Being a contributing member of online and social communities is expected.

As technologies converge, as is the case today, the attitudes and behaviors of content producers must keep pace. Examples abound in YouTube, Hulu, and Netflix, where barriers are being crossed from old-style broadcast to on-demand and even real-time consumption. How will other entertainment content like traditional movies and news/information-style radio follow suit? Is simply transitioning to a new broadcast medium going to be enough to keep pace? Think about this: How often are news items being scooped by bloggers these days?

Lastly, where is the advent of streaming video going to fit into the social media fabric? We can imagine many practical uses for on-demand interaction like this. Salespeople might make use of it for tours of products like cars and homes, customer support may use the technology for real-time tutorials.

Possibilities. That’s why being involved in marketing, communications, and media these days is so exciting and exhilarating.

Q1) Are social and traditional media channels on a convergent path? Are they close enough that consolidation is imminent?

Q2) How do content producers blend their role in outreach with the objective of disseminating valuable content?

Q3) In what ways are content like films and radio adapting to consumer behavior driven by social media and on-demand habits?

Q4) How is the role of social media and community management changing with how consumers of content behave?

Q5) What practical examples do your foresee in the growth of streaming video? How will it change social and traditional media?

Q6) Which way do you think the balance of power tips re: social media vs. traditional media right now?