Consumers use online and offline elements of social media to create the social interactions they need.

The Euro RSCG Worldwide survey found that social media include the same elements as face-to-face socializing. Here are some voices of those surveyed:

• “I hope to keep my quality relationships better face-to-face by being able to keep up with friends more in their daily lives online.”
• “Being part of the acting community in Atlanta, I meet fellow actors, network and get early warnings of possible acting opportunities, which are later followed up by face-to-face most times.”
• “I enjoy having the opportunity to spend time with friends and laugh, and enjoy good company. Online socializing allows me to continue to share those same experiences with friends from the past who are separated geographically.”

But here’s the big difference: Unlike face-to-face interaction, social media let users pull in and share media content (video clips, music, minute-by-minute life updates and more) through social media. And this sharing isn’t just remote—people physically crowd around computers, iPods and mobile phones to laugh at a viral video or listen to a song.