Is it advertising? Marketing? Social networking? Microblogging? What is it that we do, exactly? These days it seems as though the buzz words fly off the “About Us” pages of every ‘ad agency’ out there. And as we watch the big three media slowly shrink (radio, print, and television), we see one medium gaining more and more traction. It’s still a free for all on the web, but that means opportunities for the companies with enough pluck to get in the game. Props to Vice for setting pace with this content based initiative for Palladium Boots.