In this article, Brian Solis introduces the idea of "content as social objects" and the role of the Social Producer. Here is an excerpt from the article:
Social Producers are the New Storytellers
To thrive in social, mobile and new media in general, we need much more than content producers, we need a new breed of designers that grasp the elements of online sharing and have mastered the ART of social media to trigger desirable (and social) actions, reactions, and transactions. A new genre of social producers are taking aim at developing content strategies that are not only consumable but shareable and actionable, acting as catalysts for relevant conversations.
The difference between Social Producers and traditional content creators is that they begin with the social outcomes they wish to see and reverse engineer content strategies to enliven them. They understand the relationship between cause and effect and they bake-in conversation starters related to an integrated and business-focused strategy and design specific shareable elements as KPIs to measure progress and results.
Social producers think about the overall experience and the effect where a social object is at the center of the dialog and interaction they envision…within each network. The overall story and outcome defines the nature of the social object. And the desired outcomes combined with the social effect they aim to trigger is then evaluated network by network.
Social producers also borrow a page from the book of transmedia producers. They look at the landscape of social media to evaluate relevant channels available for social storytelling. Whether you love or hate the term “transmedia,” the point is that an object is only as relevant as its medium and the people who connect with its message and purpose. Multiple objects can tell one story or various facets of the story and they can do so within specific media.