Five years ago there was media and social media and the two were distinct. You know what was what. It was like there elephants and zebras. You knew the difference. Today all media is social, all social is media. It's impossible to separate the two. The media all actively use social technologies to innovate, converse and collaborate with their audiences. Meanwhile, social content from friends - be it tweets or status updates or videos - all should be considered media. Yes, the elephants...