It's no longer just social media that's social any more – all media is becoming social thanks to the maturation of creative tools and digital distribution," says Troy Young, president of SAY Media, the vertical media business with online properties including Remodelista. "The new model is 'inspire, connect' rather than 'write, read'. This is important to brands because they want to be in passionate environments. Their challenge, however, is how best to integrate within this space.