• by Joe Mandese  @mp_joemandese, May 15, 2012

Matt Goddard, CEO of R2i, says social media isn’t media at all. Heck, he says it’s not even a marketing channel per se. What it is, he’s telling OMMA Social attendees this morning, is a “behavior.”

The behavior, he says, is reaching out to friends, family and peers to “make better decisions in life.” In other words, social media is kind of like real society: People interacting with each other for a common good.