If anyone doubted whether social media is relevant to public discourse, they should be convinced otherwise after seeing the way Media Matters, the online research center, propelled conversations around the Imus incident. On the morning of the controversial broadcast, Media Matters got the word out about Imus’s comments through their blog and e-mail updates. Mainstream media picked up on it as events unfolded —when activists raised their voices and broadcast and radio executives stepped in.

Today, a quick Google search on “Imus” churns up 25 million hits. While the first few hits are from traditional outlets such as Forbes, ABC and MSNBC, an up-to-date Wikipedia entry about Imus and a (former) fan blog dedicated to his show closely follow. Media Matters holds its own on the second page of searches with a blog entry that boasts over 140 comments.

These results highlight key factors critical to our understanding of the new media order:

1-Information disseminates from online to offline channels and vice versa, in light speed.
2-Controversial, sensational comments fuel conversations more so on social media sites -- where people seek unique views and interaction
3-Consumer-generated media competes for readers’ attention alongside traditional media sources.
4-Number 3 matters to communication professionals and marketers, not to readers. Audiences consume a mix of media, depending on their beliefs, interests and available time.
5-Search engines affect online visibility.
6-Online visibility impacts opinions, conversations and reputation – online and offline.