Social 
Media
Who?
What?
When?
Where?
How?
Medium
Message
DAC
Diagnose
Adapt
Change
Social Networks
Blogging
Microblogging
Video/Pictures
Podcasting
Open Content
Social Media
Web pages
content was key, interaction was the the purview of the initiated.
connections more between information than users.
Web Interaction
referrals are key (incl. Web2.0, commenting, suggestion, engines, aggregators, ranking engines, authority paradigms - the power of followers)
Social Networking (Facebook)
content gets repackaged, interfaced, makes interaction ubiquitous.
Microblogging (Twitter)
mashes up chat, blogs, status, referrals into 140 characters or less.
Theory
It's all about building communities -  with all stakeholders.
It's also about building brands: personal and organizational. Who knows you outside of those already opting in?
Our biggest strength in reaching new followers should be existing followers. The average person is communicating more with multimedia and open messaging than phonecalls and one-to-one conversations.
There will be positives and negatives, but we will be able to spot and respond to the negatives. It will allow us to keep our finger on the pulse of public sentiment and our own dedicated followers.
People are brands. Content is currency.
How have you made your web presence interactive? Does your website allow for RSS or subscription? Can you embed/share content?
Setting up and maintaining a Facebook presence. Who are you reaching with FB? What can you expect in terms of interaction?
Setting up a Twitter account. Twitter is all about choice. How can I utilize my reach and my refine my feed?
Websites are easier than ever:
www.weebly.com
www.posterous.com
www.tumblr.com
Great for sharing current content:
Videos/Pictures
Links
Degrees of Separation
Curated Newsfeed:
Links
Retweets
Hashtags
Filtering
Share YOUR interests, because it's not your IRL friends you're reaching out to.
Consistent updating of content.
Spelling and grammar: No errors.
People read differently online.
Don't let gimmics outshine your content.
Photos: No more than a dozen if in a slideshow, 3-4 if in static layout.
Video: Three minutes or less. If you can't express your thought in three minutes, you will lose viewers unless your content is REALLY engaging.
Audio: People won't watch unless they already have an interest in you/your organization. You have a bit more leeway.
Website Content
Transitional Content
Updating: 3-4 times daily for a group, can be less for an individual.
Spelling and grammar: Whatever works to get the message across.
Sentences: Used as referrals or bite-sized updates.
Flooding: Beware of too much posting.
Refer: Links, photos, videos, blog updates, articles, petitions, suggestions.
How easy is it to start creating?
There are dozens of tools which will get even the most technically-challenged person off on the right foot. (Twitter/Seesmic)
Quality of content delivery is always a concern, but most text-based SM creates ubiquity across all platforms. (Blogging/Facebook/Document Sharing/Wikis)
Engaging in multimedia to reach members can be impactful, but require a bit more knowledge when it comes to editing - even podcast distribution has been made as easy as browsing for an mp3 file and clicking "Upload". (YouTube/Posterous/iTunes)

As with anything, consistency breeds followers. Providing interesting information and opportunities for interaction will engage large groups.
Why Do It?
Allows for engagement and for people to put a face and a voice to people, places,
and issues within your district.
How Do I Do It?
Equipment (Benefits/Limitations)
Financial Investment
Time Investment
Decision-Making Considerations
Practical Examples...
Resources
Video
Blogging
Why Do It?
Allows for people to inform each other and 
members about current news without having
to update a website.
How Do I Do It?
Pick a platform
Time Investment
Auto-Forwarding
Permanency
Practical Examples...
Resources
posterous.com
tumblr.com
wordpress.com
blogger.com
Twitter
Why Do It?
How Do I Do It?
The quickest way to share ideas, links, articles,
and get news from people and organizations.
Learn to be brief
Find the interest/annoyance threshold
Auto-Forwarding
Learn to jump in/jump out
Practical Examples...
Resources
twitter.com
tweetdeck.com
hootsuite.com
Podcasting
Why Do It?
Gives a regular voice to leadership
within your district.
How Do I Do It?
Be consistent with length 
Plan/script if necessary 
Get a recording device
Find your "voice"
Practical Examples...
Resources
Audacity, Smartphone, Microphone, Platform
photo courtesy izziegraceblogbackgrounds.blogspot.com
2007 map images courtesy the brilliant mind at xkcd.com
Everyone now has the ability to be a publisher,
a broadcaster, and an online personality.

Where people exercise these new abilities, many
don't appreciate the responsibilties and/or
consequences that may follow.

The demographic will often dictate medium.
Social Networking is about reaching beyond your current circle of friends.