Next to relationship building and networking, one aspect of social media that I greatly appreciate is the way that it helps facilitate content creation regardless of skill level.

Whether we’re talking about blogging platforms, social networks, photo or video sharing sites, the foundation for hosting and distributing content has been the anchor to engaging millions in the social Web.

Technological advancements have of course played a huge role in this process as well. For example, at the turn of the Millennium, creating, editing and distributing video was still a fairly complicated process. Jump ahead to 2009 where a $250-$300 investment in a Flip or Powershot camera (my new weapon of choice) allows anyone to capture HD video footage. Beyond just capturing footage, the editing and distribution portions of video creation have been simplified through easy-to-use programs such as iMovie and free video sharing sites such as YouTube.

You should feel confident in your own content creation skills, seeing that I threw together this little recap of my trip with friends to Scandinavia in just over an hour.

Where does this leave us as PR/Marketing pros?

Creativity.

When you remove the technological barriers, the key to strong Web content relies on creativity. Anyone can go out and start a blog, develop a Facebook page, tweet or buy a nice camera and learn to shoot photos or video. The difference is how you use these tools creatively and effectively to accomplish your strategic goals.

Having thorough knowledge of tool capability is important as tools and technology have limitations. But remember, your ideas don’t have limitations. Start with ideas and find a way to make it work. I promise, there is a way.

-Scott